The bit on Facebook is purposeful. Youtube does the same thing. It's about keeping the user engaged with another novel engagement whether ad or content driven.

The bit on Facebook is purposeful. Youtube does the same thing. It's about keeping the user engaged with another novel engagement whether ad or content driven. You may be frustrated and possibly rage quit, but the majority fall for it cyclically and spend more time on the service as a result. As mentioned elsewhere in this thread: "As someone with ADHD, I immediately close any website that uses infinite scroll. I will become insanely focused on that site to the point that I tune out the outside world. What begins as "oh, I'll just look at this one article" turns into at least a half hour of wasted time before I'll be able to break out of it."