Getting emotionally invested in your tests is a good recipe for an emotional rollercoaster. Don't do that.<p>Instead try a bunch of things, and see what sticks. Be curious, not invested.
This is a great piece. I'm doing a lot of testing for advertising right now, and the emotional rollercoaster - no matter how sanely you attempt to approach it - can be pretty intense. It's good to see someone writing about that side of the process!