We’ve been played. That’s the simplest, surest way to put it.

Now unless you have been living under a rock, news of e-commerce companies jumping on the offline bandwagon would have surely reached your ears. Granted, it started rather innocuously and merits a quick recap.

So, once upon a time there was a startup called Lenskart, which started out with the dream of selling prescription eyewear online. As fate would have it, VC moneybags bought into the dream. Ecstasy followed. Lenskart said it would use the money for marketing and other disruptive services like a phone line and online chat.