Four years ago in a piece entitled The End of Second Chances, I openly dwelled on how the web meant the end of forgetting (a gripe which seems commonplace now, but remember this was before SnapChat was even conceived).

At the time, this struck me as an appealing investment theme, though I couldn’t find any European startups in which to invest in this space.

It’s taken four years, but following the recent controversial European Court ruling against Google, this area is now buzzing with innovation. Wasting no time to enter the fray is France’s very own ReputationVIP, led by a fearless entrepreneur who couldn’t be a nicer, more tenacious guy who also happens to be my former business mentor Bertrand Girin.

I wish ReputationVIP tons of success and encourage everyone to check out their aptly-named new product: Forget.me.

I have a feeling this company will pursue one unforgettable adventure.