A/B testing gets misused to juice metrics in the short term
The "Hotel Tonight" example hit home with me, recently.<p>I used to use that app all the time, then kids happened and spontaneous hotel reservation became rare.  Fast forward a few years and a circumstance came up that made me think "Hotel Tonight".  I discovered it wasn't installed on my new phone so I grabbed it.  It was unrecognizable.  Maybe the prices were as good, maybe it could still be used the way I used it previously, but it looked like it turned into a hotel booking app when what I wanted to see was a small selection of good hotels nearby with unusually low prices.  One of the <i>features</i> was the lack of choice.