A great article by Matt Gershoff that covers risk, reward, opportunity costs, and just generally interesting thoughts on experimentation. Basically, "if you just want to pick between A and B, do you really need to run standard significance tests at a 90% or 95% confidence levels?" Short answer, no. The article covers the logic as well as math behind why (and when) to just "go-with-it" (maybe even flipping a coin). Why is this article (and approach) helpful? Because it can help with what type of approach to take based on the problem.
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