I&#x27;ve never understood that criticism. Business decisions should be data driven. You test new signup flows to see which one onboards users better. You test advertising changes to see which one converts better. Why should a logo design or a title bar color be any different? Without testing each iteration, how do you know which one has the best effect on whatever success metrics you&#x27;re using? I can understand if you&#x27;re worried about optimizing to a local maxima, but that&#x27;s not a criticism of A&#x2F;B testing, it&#x27;s a criticism of the diversity of the available inputs.