Very true, though I think the point the author was making is that it's better to start big and work your way down (IIRC 37 signals said something similar when t

Very true, though I think the point the author was making is that it's better to start big and work your way down (IIRC 37 signals said something similar when they did an overhaul of their site a few months ago). It often works out better to do one completely different layout or style of page and A/B test between them. Then once you have a winner for that start testing all the details with a multivariate test.