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I agree, and we find the same thing in A/B testing. There is stuff that has worked historically for other people's products and their customers. It might work for you and your customers but it might not. You have to test it. The idea with A/B testing is to follow what actually works for your product and your customers, not what you think will work. The idea of producing smaller chunks (reducing batch size in lean startup speak) is to make testing cheap enough to be viable.

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