Kayak shows a loading animation of searching hundreds of airlines even when results are instant. The delay is artificial.

Richard Shotton’s Labour Illusion: we value outcomes more when we see effort being expended on our behalf. Instant results feel cheap. Watching the work happen makes the result feel thorough.

A comparison site I worked on tested instant results vs. a 3-second animation showing “Checking 130 providers…” Same results. Different perception.

Users rated the delayed version as more trustworthy and comprehensive. Artificial effort felt like real service.