Defined "outperform." I love your writing, so I know you know better than that. What if you get more signups for your email newsletter - but fewer conversions

Defined "outperform." I love your writing, so I know you know better than that. What if you get more signups for your email newsletter - but fewer conversions to customers down the line? What if you make more sales, but they incur more support over the 12 mos? Or are simply more stupid/more annoying/more rude? What if you make more sales, but they don't USE the product? Or use it effectively, to its fullest extent? (Whether or not they bug you about it.) What if you just, flat out, get customers who don't support your values/the direction you want to take your business? Science never stops. More is not better, necessarily - call no man happy until he is dead, and call no additional customer good until the relationship is at its complete and utter end. And just because people say they don't care about book design, doesn't mean that's actually how they behave. And just because they behave a certain way now, doesn't mean they wouldn't behave differently, offered a superior solution. And just because they think they there's no difference, doesn't mean they don't actually experience the book better given (as another commentor said) a provably superior product in terms of readability. Simplifying it as artsy fartsy prissiness, and wielding just-one-step "science" as a weapon, is doing everyone, and everything, a disfavor.