Disagree. The main reason we abandoned a/b testing is it's a major resource drain. Getting better at a/b testing would be another resource drain. Time is finite & how you use it determines where you end up.
The point of the article isn't to say a/b testing doesn't work or shoudn't be done. It's simply to say many companies are mis-using their resources by following the standard thinking on a/b testing.
We could spend another month figuring out how to get better at a/b testing or we could spend our time on another activity that produces a higher return on time spent. It turns out that's what we did and the return has been much better.
The point of the article isn't to say a/b testing doesn't work or shoudn't be done. It's simply to say many companies are mis-using their resources by following the standard thinking on a/b testing.
We could spend another month figuring out how to get better at a/b testing or we could spend our time on another activity that produces a higher return on time spent. It turns out that's what we did and the return has been much better.