A better approach would be "hire a professional designer, and generate some significant ideas, and then take an engineering approach to testing those ideas."
In other words: who should come up with the B's for those A/B tests-- engineers, or designers? (Or both?)
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It's broken only in the sense that they approach design as an engineering problem instead of 'hire a designer and do whatever he says'.
That's a nice looking strawman you've got there.
A better approach would be "hire a professional designer, and generate some significant ideas, and then take an engineering approach to testing those ideas."
In other words: who should come up with the B's for those A/B tests-- engineers, or designers? (Or both?)