Some psychological tricks used by Google

In the early days of Google, the speed of returning search results was an important point of competition. Google was very fast, but ISPs were often slow, so frequently Google's results wouldn't reach the user quickly. To make it clear who was to blame, Google started displaying the amount of time it took for Google to return the results. If the page said 200ms but it actually took 2s, users got mad at their ISP, not at Google.