A/B testing gets misused to juice metrics in the short term
The "Hotel Tonight" example hit home with me, recently.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 features was the lack of choice.