Some websites now, and for a while now, automatically load more content as you scroll down the page. Take this NBC News article for example. I’m not sure that they’ve thought this all the way through.
This feature, if you wish you call it that, seems intended to keep readers immersed in content and thus locked in to the website. Despite feeling a bit manipulated, I don’t entirely object. I would rather they do this than the opposite whereby you have to click a million links to see all of something so that the website can increase their “clicks.”
No, the problem with these pages that have no end is that the designer, nonetheless, has installed a footer with what should be some other useful thing. Some other useful thing like maybe the “Contact Us” link. Someone like me might like to tell a website operator that their website sucks, but the site sucks so much I can’t even offer feedback. And I can only assume then that it must be a truly dumb — or perhaps cruel, designer who would do such a thing.