Blowing $840 Million For What You Believe In -- "While everyone was giving away free shipping or discounting merchandise to compete with us, we charged full price and still out-sold them (In fact, after KB Toys purchased the intellectual property of eToys -- including the domain name -- they found out that they were getting more hits to etoys.com than their own domain. This discovery helped KB Toys come to the decision to re-launch the eToys brand.). When people cite the advertising campaigns as an example of our excess, they have no idea that many of our partners (like Visa) picked up the tab for those campaigns."