I remember a story in Wired back in the 99-00 time frame about two guys that were diamond retailers in Canada. They were enticed by venture capitalists to move

I remember a story in Wired back in the 99-00 time frame about two guys that were diamond retailers in Canada. They were enticed by venture capitalists to move to California to dotcom their business. After a year or so they shut it down and went back to Canada to return to the business they'd built over generations. I forget all the details but there is one detail I remember. They owners were disenchanted with the whole affair and their take was the internet was nothing more than a massive direct marketing platform.