The problem with A/B testing, and anyone who has ever done it at scale can tell you, beyond the banal basic stuff that people are already aware of like making things accessible and discoverable, once you get to a certain point, people just have no opinion. The default opinion is no opinion.

It's why every mass consumer product devolves into a feed or a list of content delivered by an algorithm. Once you reach a certain point, you come full circle and even that doesn't matter anymore: users will happily consume whatever you give them, within reason.

A/B testing platforms are mostly used by an odd collection of marketers and "data driven" people who love to run experiments and drag out every little change in the name of optimization. In the end, it all completely doesn't matter and doesn't tell you anything more than just talking to an average user will.

But, boy, are they sure a great way to look busy and dress up an underperforming product!