While some products, like the ones we’ve just discussed, add variability to the user experience, others operate in conditions that are already variable. For example, Google wouldn’t want to add variability to its search results page because searching on the web is inherently variable. Uber wouldn’t want to add variability to your ride because the experience of getting to where you’re going is already plagued with uncertainty—“Will I get to where I’m going on time?” For companies like Google and Uber, adding more variability to an inherently variable user experience makes no sense. Can you
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