The rest is history
"I couldn't and didn't buy this company and the rest is history," Semel said, adding that it was also fortuitous because that harkened the birth of the search-advertising business.
I completely agree with the second part. But for that company, search advertising would have taken a longtime to come to mainstream. Overture, the inventors of search advertising, were bleeding and only after this company adopted their idea and expanded the market space did Yahoo! buy Overture and enter this business.
P.S. No prize for guessing the name of this company. ;)