This has less to do with the use of A/B testing than it does the experimental design. What are they testing for in their metrics? Is it just click rates? Well

This has less to do with the use of A/B testing than it does the experimental design. What are they testing for in their metrics? Is it just click rates? Well that’s a patently losing strategy in the long term. What if whether or not you came back over time is what was being measured? Would that break some cardinal rule that all A/B tests must be done within a short time period? Researchers has been doing A/B testing for centuries. Till now they’ve just called it having a control variable and an independent variable. Experimental design is a big deal, and something that is taught to every graduate student researcher, but I don’t see the tech blogs giving experimental design enough focus — at least not in their click-bait headlines. Sometimes people don’t design good experiments and then blame the methods.