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boo.com - Ridicule is nothing to be scared of.
Slagging off boo.com has become the new-media industry’s favourite pastime. It has taken a knocking like no other project, akin to the knocking that has plagued the Millennium Dome on a national scale. It has gone in a matter of months from being a big tease - generating tons of publicity with the promise of street-cred sports gear with style over the internet - to being the industry’s biggest joke when it finally arrived. And it can really have few complaints about this.
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