In E-Commerce, versioning is common place and done in a hundred different ways for various results. Which product pricing converts better? What ad texts get the most clicks? Which web page results in more newsletter signups? The list goes on.
I consider myself to be pretty well versed in versioning strategies and methods, but I felt humbled when I read this article on the BBC about a guy undergoing brain surgery for a hand tremor that was preventing him from doing what he loved most — playing the banjo.
The doctors listened to him play his banjo throughout the surgery so they could tweak the charges and implants they were inserting into his brain and chest. “How are you playing now” <shove> “how about now?” <zap> “and now?” ….. insane!