ACKNOWLEDGMENTS
We would like to thank members of the Experimentation Platform team at Microsoft. The first author wishes to thank Avinash Kaushik for a great conversation on A/B testing, where he used the term ―HiPO‖ for Highest Paid Opinion; this evolved into HiPPO (picture included) in our presentations. We thank Fritz Behr, Keith Butler, Rod Deyo, Danyel Fisher, James Hamilton, Ronit HaNegby, Greg Linden, Roger Longbotham, Foster Provost, Saharon Rosset, and Zijian Zheng for their feedback.