At last year's ECEL [European Conference on e-Learning] 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 and entrepreneurial mindset in the understanding of the use and deployment of e-Learning within an organisation.