While I get the point of the article, I have to say that nearly every time I run split-testing or multivariate testing I am surprised at the results. Honestly,

While I get the point of the article, I have to say that nearly every time I run split-testing or multivariate testing I am surprised at the results. Honestly, at this point I'm somewhat convinced that sites that are uglier convert better. So while I agree that a lot of things we can overcomplicate, it's not safe to say "Just go with your intuition." It doesn't have to be as cut and dry as "once users get 10 friends they keep coming back," but don't use that as an excuse to not look at your data.