TCP_IMS_HIT (trying to not cache domain)

I'm trying to not cache anything from www.zone.com/*

acl ZONE dstdomain zone.com
no_cache deny ZONE

Yet in my access.log file I keep getting
  TCP_IMS_HIT/304 211 GET http://www.zone.com/ - NONE/- text/html
when I surf to that site.

I would not think "If Modify Since" would be an option for something
that was suppose to be direct all the time.

Whats wrong with my config?

     _/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/
    _/ Regards: Brad Groshok (bgroshok@odyssey.on.ca) _/
   _/ President Odyssey Network Inc. http://www.odyssey.on.ca _/
  _/ London Ontario Canada PH:(519)660-8883 Fax:(519)660-6111 _/
_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/_/
Received on Wed Mar 22 2000 - 00:18:19 MST