Other smaller booksellers, such as Fatbrain.com, which specializes in computer, science and business books, want do-it-yourself, too.
FORBES: Beleaguered brother
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During the 1990s, he started Fatbrain.com , an online bookseller of professional and technical titles (he sold the company to barnesandnoble.com in 2000).
FORBES: Magazine Article
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But here's a darker explanation for why companies like Fatbrain.com traded at multiples of their losses for a brief time around the turn of the century: It was a conspiracy.