Reports of my death have been greatly exaggerated, Mark Twain famously quipped. The same could be said of MotherNature.com, the nutrition e-tailer that soared to prominence in the late ’90s, only to close its virtual doors during the dotcom crash soon after. A $61-million infusion of venture capital had enabled the startup company to spend huge sums on marketing (including multimillion dollar TV, radio and print ad campaigns), an effort
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