My guess it has something to do with the paradox of choice. Seeing more options makes it harder to decide what to look at more closely, let alone to make decisi

My guess it has something to do with the paradox of choice. Seeing more options makes it harder to decide what to look at more closely, let alone to make decision to buy. Infinite scroll is a good solution, if you are building lobster traps - sites where you want people to spend endless amounts of time. (http://gizmodo.com/5586337/pandas-and-lobsters-why-google-cannot-build-social-applications http://gizmodo.com/5586337/pandas-and-lobsters-why-google-ca...). It clearly works for Facebook, Twitter and Quora. Although Etsy has some aspects of lobster trap, it still is more transactional than FB and other social time killers.