The No-content.org website plays with one of the forms that may disappear before too long, that of pre-loaders. These flash animations that were displayed to entertain the user while the main content was loading should be small enough to be seen right away by those with slow connections, and yet also entertaining so as to keep them from browsing away. In the case of Mackern's project, the wait is infinite as each pre-loader is replaced by another. We interact with the animation until it is substituted by another, and so on, until we finally realize that there is no content or, better yet, that what we are seeing and enjoying is the content. The piece makes us reflect on waiting, contemplation and utility. What would happen if we put our critical nature aside and forgot for a moment that flowers are designed to attract insects, and gave in to gazing at its useless beauty?