Why does Fung believe sequential A|B testing is “sub optimal”?

Why does Fung believe sequential A|B testing is “sub optimal”?
What are the proper conditions needed to execute a statistically valid A|B testing?
What are the advantages of Multivariate testing vs sequential A|B testing?
While not stated in the article explicitly, can you think of 1 or 2 disadvantages of Multivariate testing?

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