Product testing is really a normal part of any technology company in Canada and beyond. A lot of product tests might be to improve user experience. It might be to help understand, for example, where drop-off rates are and how things can work better. It is an A/B test. One of the reasons it is done is that you want the results to be thoughtful on this.
There are tests going on all the time on trying to understand, and it's really a core part of improving user experience and improving user outcomes in technology. It is a very common practice for almost any technology company in Canada.