Basecamp: A Clear and Present Brand (opens in new tab)

While it was interesting to read about the Basecamp transition (hadn't heard of it before), this is simply an advertising piece for their product.

What do we have here? A company that clearly tries to be accessible and friendly, and instead comes across as sleazy and manipulative.

This kind of marketing can backfire -- I don't recommend it.

This link is just a commentary on the real action - here's the official 37S announcement: http://basecamphq.com/transition

Stick to the subject - changes to Basecamp. I don't care what your product does.