The seconds flip by with such remorseless speed that it’s almost impossible to read the title of one listicle before it’s replaced by another. The result is an endless succession of half-glimpsed enticements: “18 Things You Probably Didn’t …,” “11 Reminders That …,” “29 Most Interesting …,” “20 Breathtaking Photos of … .” If you watch any clock for long enough, especially one that displays the seconds as they pass, a particular kind of despair sets in. Here, now, is a time that will never be again; and now—this exact moment—is already gone; and you are now one second closer to death, etc. The ListiClock, with its unceasing enumeration of enumerations, heightens this anxiety. It not only becomes an intense reminder of the ongoing depletion of our store of moments but also points to a means of depleting them that is, arguably, among the most fruitless of all: diversion unto death. This is probably not the kind of brand extension that Pepsi Next had in mind with their sponsorship of the ListiClock.