Back during the first bubble, perhaps the biggest example of dot com excess was boo.com -- a dot com company that wasted hundreds of millions of dollars in a very short period of time, and all they got out of it was a lot of hype for some glamorous founders and a fashion e-commerce site that was nearly unusable. That's why we were a bit surprised in early 2006 to hear that the site could be making a comeback. It seemed like another bit of evidence that the internet space was re-entering a bubble phase -- when companies tried to rebuild dot com flameouts from years past. In that story, it was promised that the new boo.com would show up by June of 2006, but that date came and went with nothing much to show. In November, there were suddenly new rumors that the site was about to come back, but there didn't seem to be much to substantiate those rumors. The latest is that the Financial Times is reporting that boo.com has been bought by an entrepreneur in the online travel space, who is launching a hotel booking site on the domain, along with all the necessary web 2.0 requirements (community features? check!). No, web travel booking has nothing to do with clothing -- but perhaps that's a good thing. The new investor seems to have bought the name due to the free publicity it will generate (including a post like this one) and the simplicity of the name. Of course, all the free publicity in the world won't help a site that isn't particularly useful -- so hopefully this latest reincarnation of the boo.com brand actually will have some substance behind it, rather than just hype.
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