What that post describes is simply a bad approach to ab test design. Measuring impact is orthogonal to creativity and good strategy. It's not the test's fault if your design is uninspired or your strategy piecemeal, and likewise declining to accurately measure the impact of an 'authentic' and outside-the-box type feature doesn't mean your design is actually achieving its goals--you've only found an excuse to put your head in the sand and avoid accountability.