The 24/7Globalisation E-Business Assumption underpins most of the current E-Business models. This paper analyses the current E-Business models to identify the 24/7 Globalisation E-Business Assumption. These assumptions are then used in the analysis of an interpretive study of six New Zealand life-style winery owners to explain the contradictions between business practice and E-Business models reported in the literature. The identification and description of the 24/7 Globalisation E-Business Assumption will help researchers understand how to work with life-style businesses in a more flexible way to design more applicable E-Business models. It may also provide some hope for life-style business owners who have found current E-Business models difficult to apply.