> The loading modal was a huge turnoff. Why would you ever show that to a user?
IMO, with ajax page loads you need to show the user something that indicates their click was received. All browsers have a spinner or message somewhere to indicate "they're working" on pulling down the next page of content. If you take that visual clue away from users when loading content via ajax, what you'll end up with is frustrated users who click multiple times on the link since they think it's not working.
Whether the big obnoxious "loading" popup with ugly spinner is the right design choice is another matter, but fortunately the styling and location of that is easily changed.