This isn't quite fair. You can just as easily A/B your company to death. A/B usual represents an incremental comparison from one situation to another, and it

This isn't quite fair. You can just as easily A/B your company to death. A/B usual represents an incremental comparison from one situation to another, and it helps 'walk down the feature path' ... but when you need to change paths, A/B testing is not going to help, this is where a bit of great PM talent is going to work. Moreover, the more subtle the change, or more the basis' are not very comparable (two different apps), the less A/B has value. For example: Snap was considered 'too complicated' for many users, they needed to make it simpler. But by doing so, they may alienate a bunch of current users, with the objective of making the app more amenable to the masses. This is a serious strategic issue. They might have gone about it somewhat differently but it's a difficult thing to do in any case, and they had to make changes. The existential issue for Snap's problems is not this app change, it's the fact that all of Facebook's products are trying to eat them. Instagram, WhatsApp, Messenger etc ... these are the real threats.