e commerce companies, we sold nempg fr everything from food to toys. >> their business plan was to reach as many people as possible to create volume, but they were losing money on every piece of pet food they sold. >> pets.com reported sales of $9.4 million. but those sales cost them $9.6 million before expenses like marketing and administration. >> it wasn't about the revenue, what it was about was perception, and they perhaps more than any other company had a hold on perception, exemplified by this soft puppet mascot, at the 2000 super bowl, they had what was probably the most talked about ad. and then by november of that year, they were self liquidating, it happened that quickly. he was the perfect symbol for that era. the steep rise and then the rapid fall. >> what's your idea of which investments are safe bets now? >> certainly not internet stocks. >> there was in enormous