[glimcat]

Optimizely takes minutes to sign up for - and they're always looking to make that easier, and to make more people aware of the value they provide. In contrast, the expertise to conduct tests that alter revenue outlook takes somewhat longer to develop.

Sure, people could go out and spend the time to learn just about anything. In practice, they won't, because that's competing with all the other anythings they could be doing.

Sell the thing that actually has significant barrier to entry.

You take care of the easy thing too, because making the client spend meaningful attention on something that would take you five minutes is just silly, and you're there so they don't have to worry about that stuff. But sell the hard thing.