MercuryNews.com | 08/03/2005 | VCs party like it's 1999 with Brilliant Shopper deal: "Because it's hot, and VCs are the lemmings. Google and Yahoo started making money hand over fist, because of all the advertisers wanting to pay big bucks to list ads beside search results. And now a whole industry of others are trying to replicate that success -- either with an advertising model, or seeking another way to get a cut."