The author misses the goal of A/B testing: it's to improve a measurable business objective (signups, retention, etc), not to pick a more aesthetic design. A/B

The author misses the goal of A/B testing: it's to improve a measurable business objective (signups, retention, etc), not to pick a more aesthetic design. A/B testing may tell you to pick a "worse" design that results in better business. That's perfectly ok. There are plenty of design showcases one can browse for purely aesthetic appreciation of design.