For systems in which there is no meaningful way to distinguish users (or say, non-returning customers), these concerns are certainly worth addressing. Consider

For systems in which there is no meaningful way to distinguish users (or say, non-returning customers), these concerns are certainly worth addressing. Consider, however, cases where the company has long term relationships with customers; say, industries where real customer support is in place. In these cases, an infrastructure for “feature toggles” is extremely helpful, because you can turn on the feature for specific customers (or developers for testing!), or certain segments of customers (e.g. early access customers). In such an infrastructure, there is no “security through obscurity”; you’re authorizing transactions on the backend (based on whether specific users are allowed to use the feature), and merely enabling the UI on the front end based on user whitelists. Incidentally, once this is in place it’s just another half step to implement phased releases, or A/B testing. Makes rolling back easy too.