Deciding not to AB test because of this article would be a huge mistake.<p>Learning from mistakes made by others, and avoiding them is what I would suggest as the take away.<p>I work for a successful ($50M+ revenue) bootstrapped startup. And one of the reasons for the success is that AB testing became part of the company&#x27;s culture, as soon as there was enough data coming in for the tests to become useful.<p>AB testing is so important that we have built our own in-house framework that automatically gives results for  our company specific KPIs.