That's precisely the point though: telling people "what gets them to donate". That's manipulative.

And it's the inevitable result of a sophisticated, decade-long program of A/B testing. And this is the outfit, remember, that wants to steward "the essential infrastructure of the ecosystem of free knowledge", the most-propagated information source on the planet.

I'd rather have someone in charge of that who's committed to telling "the truth, the whole truth and nothing but the truth", rather than someone who tells people what "gets them to do what they want them to do". Wouldn't you?