Almost every company that's out there runs some form of A/B tests to measure the success/failure of their features. Typically, A/B tests span a few weeks (2-3). Is that timeframe enough to make critical decisions? What's your take on short lived A/B tests? I found the paper interesting. Has anyone tried this/something similar outside of Google?

I think A/B testing largely depends on your sample sizes. If you have a very high traffic product, it's easier to get statistical significance in a shorter time frame.