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You mean "37signals".
I don't give much of a rat's ass for StUdLy CapS and other typesetting affectations.

Is 37{" S" / "s" }ignals populated with smart guys who have stuff I want to listen to?

Absolutely!

Do I care to contort myself to follow their affectations?

No.

Presumably it's also Wal Mart, Glaxo Smith Kline, and Pepsi Co with you.
When they tell you that failing in business isn't all it's cracked up to be, you might wonder why they needed to point that out—after all, who thinks failing is something to be proud of? Welcome to Silicon Valley.

Nonsense. Nobody in Silicon Valley thinks failing in business is something to be proud of. People here tend to think that trying to start a business is something to be proud of, and that failing isn't (usually) something to be ashamed of. That's completely different.