96 is when I got into the industry. There was definitely money and buzz in the air, but it wasn't anything like 99/'00, or other booms that have followed. It was really just the prelude leading up to that, where some infrastructure was being put in place. Online commerce, credit card processing, etc. online was still quite rare. Even in '95, '96 running banner advertising on web sites was still kind of a faux-pas. Media beyond fairly crappy images was non-existent, because bandwidth wasn't there. Actual profitable business models hadn't been proved.
People building Internet infrastructure (Cisco, Sun, etc.) were making some decent money, but actual Internet businesses? Not really.
In fact even by 98, 99, '00, Google itself had no real viable business model. Despite becoming a household name already.