Despite some victories on the cultural and legal fronts, Netscape had to match Microsoft and give up on charging users in the meantime. Software tended toward free, and the internet was made of software. Netscape pivoted to advertising, which became the standard move for companies with nothing to sell but user attention. Still, early investors were not too worried about how web start-ups were going to eventually make profits; it was a land rush, so they pushed in and kept their eyes fixed on the IPO horizon. Established banks were happy to play along, especially considering the inflated fees they could charge players in the frothy sector. Remember that people were doing a lot of cocaine.