I don't think the facebook case studies in the article are against AB testing per se, but more against the fact that AB testing is often used to focus on minuta

I don't think the facebook case studies in the article are against AB testing per se, but more against the fact that AB testing is often used to focus on minutae. It seems to be a psychological temptation to use it to focus on minutiae, rather than something that's inherent in the research method itself.