how long is too long?

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have you ever rang a company wheather is beak, insurance, home loan, car finance etc and been on hold longer than 5mins? i absolutely hate it! why are we on hold for so long, i was on hold for 17mins, do they think i have nothing better to do with my time than listen to there automated voice saying "please hold we will be with you as soon as possible", how long is too long to be on hold?