They had virtually no business model (and lost money on every order) and got millions in startup capital. The whole company imploded within a year, but some of the interviews with the executives of the company are pretty telling: they never intended on making a profit. The intent was to either get bought out by a larger company or get an IPO and bank the proceeds.
E-dreams is a really good documentary for anyone interested in seeing a small sliver out of the early days of the first .com boom/bust.
I watch it once-a-year to remind me of the craziness.