Comparing results and running with what works best? (aka split testing) I don't think that alone is a novel idea in the slightest. Every human does it at one

Comparing results and running with what works best? (aka split testing) I don't think that alone is a novel idea in the slightest. Every human does it at one time or another. Be it choosing their favorite toothpaste or selecting the advertising slogan that will win you the honor of being called "The Father of Advertising".