I love this. Kill people's perception of waiting and eliminate frustration. Humans are strange creatures indeed. Obviously applicable to web design....
http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html
Why Waiting Is Torture | NYT
Passengers were lodging an inordinate number of complaints about the long waits at baggage claim...
So the airport decided on a new approach: instead of reducing wait times, it moved the arrival gates away from the main terminal and routed bags to the outermost carousel. Passengers now had to walk six times longer to get their bags. Complaints dropped to near zero.
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