Atheist Shoes (“a cadre of shoemakers and artists in Berlin who hand-make ridiculously comfortable, Bauhaus-inspired shoes for people who don’t believe in god(s)”) noticed that a disproportionate number of their shipments to the USA were delayed or lost. A customer suggested this may be because USPS workers were taking offense at the ATHEIST packing tape they used to seal the boxes. So the company tried an A/B split, and found that boxes emblazoned with ATHEIST tape were 10 times more likely to go missing in the USPS and took an average of three days longer than their generic equivalents.