The problem with A/B Testing

Blog post from Jeff Atwood about how marketing studies don't create campaigns, they can only fine tune them. Excellent use of a movie reference to "Groundhog Day," as a way to make this point. Sample quote:

That's the problem with A/B testing. It's empty. It has no feeling, no empathy, and at worst, it's dishonest. As my friend Nathan Bowers said:

A/B testing is like sandpaper. You can use it to smooth out details, but you can't actually create anything with it.