How many seconds is too long for a web page to load?

I'd say it depends on the website, but I'd say I'm generally only willing to wait around 5 seconds (on a broadband connection). If I really need to see the content I may wait 30 seconds, but if it takes longer than that I'll probably think the website's unresponsive. For the most part though I've probably been spoiled by broadband in that I expect most websites to load instantly.