Yep. I remember it well, but people seem to think that since these "partnerships" aren't (obviously) taking place, it can't happen again (also, that idlewords piece is great. everyone in tech should read it, and feel at least a little fear).

There's this great segment in eDreams where the founder of Kozmo.com flies to Seattle to announce a partnership with Starbucks, wherein Starbucks gave them a small amount of money, and they committed to paying Starbucks $30 million a year over five years to put their boxes in Starbucks' stores. Kozmo pitched this as an investment (personal aside: lol), and Starbucks announced that this would increase earnings by five cents a share for fiscal 2001 [1]. Kozmo was, of course, dead by early 2001.

It's painful to watch this now, but it really seems like the same things are happening again. The flow of money is just happening in real time, and not being projected forward on a five-year basis and booked as current revenue. (That happens at the unicorn stage instead, where we seem to have made up fun new ways of booking future recurring revenue as present-day revenue growth, and traditional accounting rules do not apply.)

[1] http://www.wsj.com/articles/SB950479618236414189