Check you're wearing trousers first
I enjoyed this article and I agree with the main point it makes. I want to quibble about a smaller point, which is that intuition is not always a reliable guide.The author gives a few examples where they got stuck in and fixed the "obvious" problems. My experience is that what is a problem is not always obvious. Furthermore, while the big wins might be obvious, you'll miss many small wins if you're not carefully tracking stats. These are the main lessons of A/B testing.