[potatolicious]

It's a good tool for optimizing around local maxima and is (generally) incapable of propelling you through a major product gap to the next (and hopefully greater) maxima.

But IMO the industry dogma is to use it for everything, particularly around greenfield development and new product areas that are pre-PMF.

Importantly also is that in many organizations A/B testing has become a crutch to avoid understanding the underlying system being measured.

Conversion rate rises by 5% if the button is green. Why? But rather than using experimentation as a tool for structured understanding many organizations devolve to "just test every change".

The practical outcome is that product teams commit elementary errors because they fail to understand why their products are successful, and product velocity slows as teams prove unable/unwilling to make any decisions without pushing something to prod.