> One disadvantage of Load More buttons, compared to classic infinite scrolling, is that interaction cost increases - users have to click the Load More button t

> One disadvantage of Load More buttons, compared to classic infinite scrolling, is that interaction cost increases - users have to click the Load More button to load more content. Even the small interruption of clicking Load More might make users consume less content and cause them to switch tasks. I think this paragraph lets slip the main reason for infinite scrolling: it encourages users to consume more content, and the "load more" button offers an escape hatch that helps users break out of whatever dopamine-loop they are trapped in. The examples in the article are all relatively benign shopping examples, but infinite scroll is put to far more insidious use on "content" apps. Pagination fundamentally puts the user in control of where they are within a document, and how they want to move through it. I'm not convinced at all by the Google example of infinite scroll with integrated pagination, because I strongly expect that there is no stability to the inclusion or ordering of the items; if you revisit the same page the next day, there's little guarantee that "page 2" will have the same items, making "page 2" meaningless, and the experience just as disorienting.