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Good.

Experiments that do not significantly disadvantage or put at risk the candidate are morally fine in my opinion, and there is potentially significant upsides to everyone from doing them on a huge scale.

Example: A/B testing the color of the logo on my website is doing an experiment on the hundreds of thousands of visitors my site gets. It helps inform my design, but visitors are unaware they are part of an experiment.

Many medical experiments, including all of those described by the author of this article, do involve risks to participants. The rationale for such studies is to work out whether the benefits (if any) of an intervention justify the risks. The broad consensus in contemporary medical ethics is that people have the right to be informed adequately in advance and to make autonomous decisions about whether or not to join in a given clinical research study. The question by a parent of whether to subject an unborn fetus to a drug with a risk of causing congenital defects is categorically different than A/B testing responses to your site in yellow or blue.