Trustworthy Online Controlled Experiments

While the beginning was frenetic and somewhat puzzling as it was obviously written by a group of people, it slowly starts to raise questions you normally don't ask.
Like long-term effects, learning effects, reverse testing, A/A testing to make sure your setup isn't leaking noise and errors.
I like it a lot.

The only thing I would ask to improve is the math part, some parts could be explained more. I had some algebra 10 years ago, but I'd appreciate a more down-to-earth approach, to say the least.
Nevertheless, this book is a solid milestone, you can only dive deeper from here on.
Just ask the right questions and this book will guide you.