Show filtered results in real time?

We are building a product category page with a couple of filter options to let the user remove uninteresting products. The filter options are for example color, size, specific product features etc.

What is your experience with updating the product listing as the user select different options (the page doesn't reload)? My case against updating the result in real time is that it could distract the users.

Should you do that or is it better to use a button as a trigger?