dot-com became part of the mainstream terminology. >> pets.com will sell off a majority of its assets and lay off 255 of its 320 employees. >> pets.com was one of the first e-commerce companies. we sold everything for pets 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 goods cost the company $9.6 million before expenses like marketing. >> it wasn't about revenue. what it was about is perception. and they, perhaps more than any other company, had a hold on perception, exemplified by this sock puppet mascot. >> at the 2000 super bowl, they had probably what was the most talked about ad. then by november of that year they were self-liquidating. it happened that quickly. it was the perfect symbol for that era. the steep rise and then the rapid fall. >> what's your idea of which