“Google is constantly optimizing and tweaking its apps through various A/B tests, and the latest one for the Play Store has us scratching our heads quite a bit. We’ve noticed that the familiar and handy install button is disappearing for some in the Play Store’s search results, which means that you actually have to tap through to the full app listing to install an app. This behavior isn’t in place for all results and apps, though, making the tweak feel arbitrary and random…”
Even still, without a consistent experience over a reasonable amount of time, all you’re really monitoring is novelty or discombobulation. You’re not learning which interface generates more money.
This only makes sense if discombobulation makes the most money.