[noahnoahnoah]

Sure, small A/B testing will probably only get you to a local maxima. I've never understood why most people think A/B testing is just about changing the color of a button -- it's that, but it's so much more. It's about testing any idea, no matter how big a change it is.

Most people don't lack original ideas, just like there's no shortage of people who would like to be major league baseball players. What people do lack is the ability (or perhaps just the will) to evaluate their ideas objectively.

And while users may evaluate software with their own eyes and emotions, that behavior manifests itself in objective, quantifiable outcomes that have some impact on your business. If measurable user behavior doesn't impact your business, I'd guess you aren't really in a user-driven business.