Slashing Subjective Time
http://www.asktog.com/columns/071SubjectiveTime.html

Tognazzini, Bruce
Nielsen Norman Group
2007

Abstract:

Slashing subjective time on your site by 50% is a perfectly reasonable goal. Indolent worker George Costanza once reflected on the time in the shower you wait for the hair conditioner to work as, 'a really tough minute.' A minute waiting for hair conditioner to work while getting ready for a date can feel longer than the three subsequent hours you spend with that very special person. Reducing/eliminating boredom points can make the time spent on your website appear to really fly by.