Aza Raskin

Aza Raskin (born February 1, 1984) is the co-founder of the Center for Humane Technology[1] and of the Earth Species Project.[2] He is also a writer, entrepreneur, inventor, and interface designer.[3][4][5] He is the son of Jef Raskin, a human–computer interface expert who was the initiator of the Macintosh project at Apple. https://en.wikipedia.org/wiki/Aza_Raskin

invented the infinite scroll: As the person who created it… shows the massive hole in our design philosophy: Optimizing for ease-of-use does not mean best for the user or humanity. UX is locally moral but globally amoral. It asks "how do I make this ergonomic" not "is it ergonomic to our values or society."