Just a thought -- this POV implies that there is a single way to explain every piece of information on your site that is optimal for each person who might be a customer. (The corollary is that all your customers are the same.) A person doesn't have to be swayed by a buzzword, color scheme, or fluff to respond to different presentation of facts. You know this is true if you've ever had to explain anything to anyone. Some examples of how different presentations of your content might affect an individual:

- English: first language?

- Country/region of origin?

- What did they read before coming to your site?

A lot of things influence human behavior, and A/B testing isn't just to tease out the fluffy bits you can use to sell to the gullible.