Huh, I agree with your last sentence but think the author did a good job of explaining that the cost of layout experimentation in a startup can grow over time if the results of the experiments are overstated. The first question for a startup should always be: is this work worth doing in the first place? Tinkering with layout can be a tempting but fruitless rabbit hole. Even if it doesn’t tie up resources it can lead to a false sense of progress and get product thinking stuck in local maximae.