Boo.com, the London-based streetwear site which epitomized the overblown expectations of the 1990s bubble in online retail, is back. Not in its original form, but as a travel site which gathers user reviews. "A new type of travel site that's all about you," goes the catchline. A model that's just as derivative, on the brand's second tour, as Boo.com was at its 1999 debut. The great virtue of the new Boo.com's fashionable reliance on user-generated content: failure will, at least, be less expensive. Hiring a staff of hundreds, and blanketing London and New York with advertising, Boo.com burned through nearly $200m the first time round.