I suppose it would be more accurate to say they don't do any testing, optimization, etc WELL. It's true that all companies try to do those things nowadays, but with varying degrees of commitment and success. The core of the UA website is search, if you can't find the flight you want you can't book it. This functionality is...okay, not great. It's slow, could have better filtering and sorting options, and breaks if you make a few changes. If we're the edge cases, it's because we put up with this stuff, we're all high intention. The normal consumer will leave, and a picture of palm trees won't fix that