"I don’t have forever – gosh, this app is slow." We subconsciously use these statements almost daily, despite increasing bandwidths. We as developers tweak, refactor and tune for every tenth of a second, but we often forget the human factor. How do people experience the loading and response times of websites and apps? Why does performance play such an important role for us? Why we don’t like waiting or leave websites if the waiting time seems too long? In addition to technical fine-tuning, neuroscientific aspects and the actual experience of time play a crucial role in the acceptance of user interfaces, especially at the front end. If a loading bar or spinner was enough in the past, the trend today is toward skeleton content à la Facebook and Slack. Increases in technical efficiency often lead to increased consumption, which means that there still will be waiting times in the future. We will always wait and the demands will increase. The talk will include thought models on the topic of time and how performance and psychology relate to time experience during waiting and why faster does not always mean better on the web. The presentation illustrates that beyond technical performance optimizations, the psychological component and perception management help to positively influence the experience of waiting times.