As for the comments regarding branding, branding should be always done in-house without an agency. There's a misconception that outsourcing marketing is a good idea but often, the outsourced company doesn't know your business as well as you do. Read the Marketing Game by Eric Shulz(marketing for Coca Cola and Disney). He has some clear opinions about outside agencies. http://www.ericschulz.com/
It seems to be more an independent polling service. My idea of split testing is to always be inplace so the user doesn't realize they're being tested.
It felt like I had 3 or 4 facebook notifications I needed to take care of. Maybe it's designed this way to encourage social media use, but I need a chance to look at the page itself before I tweet it out!
Hypothetical musing: what about if the dots appeared once I scroll down to the end of the article?