E-commerce players are suddenly not as cool as they used to be. It has been a tough week for some leading lights. Softbank’s Nikesh Arora faced tough questions from investors on his decision to invest in two leading Indian e-commerce players, Snapdeal and Housing. Then, desi Internet shopping giant Flipkart was skewered by Founding Fuel’s Haresh Chawla, who said it was in danger of losing the race to Amazon. No wonder, you now see entrepreneurs shaking their heads disapprovingly while talking about the indiscipline—money spent on discounts, TV commercials etc—that came with the exuberance a year ago. The premium is apparently now on being level-headed.