People often don't understand that for an action on the web (clicking a link) the user feedback and end result don't need to be the same thing. You can update

People often don't understand that for an action on the web (clicking a link) the user feedback and end result don't need to be the same thing. You can update the UI in a meaningful way while you wait for the end-result to come back from the server. A user should never have to sit there after doing an action and ask themselves "Did I really click that? Or did I miss it?"