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We’re also seeing it being overused within the incorrect locations. Talking of which….to get to the threads, it's essential to click on that tiny hamburger menu up there within the nook. It’s manageable, but determining what it's essential to do takes a millisecond longer than it should - which signifies that from a UX perspective, it’s a fail. The product pages aren’t a lot better. There’s loads to love in regards to the iPad Pro product page: it’s clear, there are scrolling transformations, there’s parallax design in there… however it just goes on and on and on.