The purpose of an A/B test isn't to always show the best performing result, it's to perform a _controlled scientific experiment_ with a control group, from which you can learn things. Also, I work in this field and I will just say that people _do_ behave differently based on traffic source: i.e. users coming from Facebook behave alike, but different than traffic from Reddit who act similarly to each other. If you wer…
Occasionally there is pure scientific interest.
But far more frequently, the purpose of the A/B is to optimize the outcome.
This is why Google Analytics has exclusively chosen multi-armed bandit for its its A/B test framework.