> The consequences of getting it wrong are... you sell fewer widgets?

If that’s the difference between success and failure then that is pretty important to you as a business owner.

> do no harm, see if we're heading in the right vector, and trust that you can pivot if it turns out you got a false positive

That’s a reasonable, and in plenty of contexts the absolute best, approach to take. But don’t call it A/B testing, because it’s not.