a computer increases performance 10 fold: what takes 10 minutes now takes 1. we notice a difference of 9 whole minutes! wow! a new computer increases performance 10 fold: whoaaaa, that minute of waiting is now merely SECONDS! we saved like almost a whole minute of waiting! an even newer computer increases performance 10 fold: nice, thats like noticeabley faster: today, the newest computer is available: meh something from like 10 years ago would run this fine...

we are getting to a point where other aspects of performance are also getting harder and harder to notice. things like rendering, supported display sizes and refresh rates, the ability for machines to understand us (voice recognition and computer vision)