AB testing - If there were one example to confirm the merits of A-B testing wouldn't it be the astounding variety, beauty and well adaptedness of the millions of life forms on this planet? Isn't every living thing you see around you a product of ab testing? Consider your brain, that wonderfully sophisticated device that can contemplate A-B testing, read this article and understand these comments, isn't it just a product of a very long series of A-B tests. Isn't evolution the ultimate confirmation of the power of A-B testing? There were many comments in this series that A-B is limited by your ingenuity in coming up with good variations to test. Nature in fact eschews purposeful design of new variations. In evolution variations are in fact introduced completely randomly on A to create B without design and without regard to the consequences they will have. The results are nevertheless spectacular.