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A tiny p-value does not mean a bigger edge

Two signals are tested. Signal A returns p=0.001p = 0.001; signal B returns p=0.03p = 0.03. A colleague concludes, "A's edge is much bigger and much stronger than B's, since its p-value is 30 times smaller."

Explain why a smaller p-value does not imply a larger effect, and give a concrete counterexample where B actually has the bigger edge despite the larger p-value.

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