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And, unusually for an internet business of the era, it was profitable.

The founders are believed to have given up 40 per cent of the company’s shares at this point.

“I could see it was a fantastic brand, for which users felt immense loyalty,” Murphy said later.

“On the positive side the site just didn’t stop growing and revenue was flowing — and we were having a fantastic time being interviewed on TV and radio nearly every other day.

However, rather naively, we thought we could do everything and it became very stressful and completely 24/7.

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