Is A/B testing the color of your button ethically acceptable?

When doing A/B tests with the color of your button, you are not trying to improve qualitatively (goal of the button, explanation of user motivations).

To me it sounds like you are trying to trigger the subconscious mind faster to take action, so the conscious mind has less time to make a decision. In that case is using A/B tests for determining the color of buttons strictly for maximizing profits and not improving the life of your visitors?