[Jemaclus]

I don't think I'm making the case that you shouldn't test things or care about the results, but rather a matter of degree of risk that should be acceptable. In medicine, if you get it wrong, people /die/. In software, if you get it wrong, /you sell fewer widgets/. That's a pretty major difference. You can't get it wrong in medicine, but you /can/ get it wrong in software without it being catastrophic failure.

I'm basically making the case that "Your startup deserves the same rigor [as medical testing]" is making a pretty bold assertion, and that the reality is that most of us can get away with much less rigor and still get ahead in terms of improving our outcomes.

In other words, it's still A/B testing if your p-value is 0.10 instead of 0.05. There's nothing magical about the 0.05 number. Most startups could probably get away with a 20% chance of being wrong on any particular test and still come out ahead. (Note: this assumes that the thing your testing is good science -- one thing we aren't talking about is how many tests are actually changing many variables at once and maybe that's not great!)