Hypothesis: the choice of the programming language and the technical architecture defines experimentability and therefore the upfront cost of changes.
Examples:
At #Basecamp the choice of using #Rails as language enables experimenting inside of an own instance of the real product.
At #FreeNow hundreds of microservices, separation of frontend and backend prevents experimenting in the product.
At #CulturedCode (thanks to #Swift) dozens of experiments are made possible with internal versions.