When you read an article in Time Magazine, the final full stop is embossed with the magazine’s logo. It’s called an end sign, a little nod that you’ve completed the piece you’re reading. Well done, you. When you read an article on the Time website, there’s no end sign. Instead, as you scroll to the last few lines, a second article readies itself at the bottom of the page. You seamlessly scroll from one article to the next, unaware the URL has changed.

Different brands do this in different ways – SoundCloud and YouTube have automatic playlists that never stop, algorithmically side-stepping from song or video until you end up listening to a two-hour mash up of the year’s Pitbull songs without understanding how you got there.

Music and fashion websites like Dazed Digital and Boiler Room tend to employ an endless scroll homepage, so the content doesn’t stop. This bottomless refill means you can stay on the site for hours without ever feeling as though you’ve completed it. It is overwhelming, but it’s not about fighting it, it’s about finding what’s interesting – and giving that credence over stuff that isn’t productive.