UK e-commerce startups will need to spend between £10m-£15m on launch marketing “just to get heard”, predicts Michael Walton, chief executive of web consultancy NVision. 'But', asks Walton rhetorically, 'what happens [in 2000] when the Americans turn their marketing budgets on the UK?' [Companies like NVision make loadsa dosh, Mr Walton, that’s what happens. Provided you keep talking it up!]