100% agreed. I've worked for companies where A/B testing is so consuming that nobody see that they're shuffling deck chairs on the Titanic. Like ANY other tool

100% agreed. I've worked for companies where A/B testing is so consuming that nobody see that they're shuffling deck chairs on the Titanic. Like ANY other tool, A/B tests have their place, but the incremental gains you're likely to produce from a different color button pale in comparison to what else you might be able to do with that mental energy. Also completely agreed that paid traffic is a completely different beast.