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At last years ECEL conference e-Learning in practice was often concluded to be more e-Teaching in that it focused on delivery and technology, with relatively little attention paid to the context of learning or the long-term consequences. This paper uses the example of a highly entrepreneurial company, who have adapted their business model, previously developed to deliver content to a consumer audience, to an e-Learning context. The paper posits a need to return to a more creative andfatcat:xmytxgrlmrgyhm4zhldrxeymie