As consumers, we constantly look for better and faster experience. In the early days of the internet, we expected and accepted to wait from a few seconds to a few minutes before our browser would show any content. Today, waiting a couple of seconds for our social feed to load is a frustrating experience. Considering that the signal goes from the phone to the outer space before getting back to the phone, waiting would be a logical thing. But humans don’t work that way: as soon as you have experienced something better, it becomes a benchmark for every future experience.