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This comment from the site seems dead-on:

"So the strong statement is great when being talked at by 37Signals, but not when talking to 37Signals."

A tale from the agency side :

Breaking point in long conference call with client. Senior Project Manager says something to the effect of: "Look, we know what we're doing and we can either do it this way or we can do it that way but its your call and you need to figure your shit out and make a decision as to which way you prefer to proceed cause you won't trust us to make that decision for you."

Client asks for a short break.

Phone beeps to let us know we're on mute.

Senior project manager immediately releases a booming laugh of triumph.

Developer reaches over and presses our mute button.

Senior project manager shrinks : "Oops."

People there are complaining that they once put up a slide with the text "Fuck you" at a Ruby conference. I really don't have a problem with that.