Khoi Vinh, whose beautifully crafted blog continues to impress me, writes about the 37signals approach to “web 2.0” development, something they call “getting real.” The post and comments capture the same ambivalence I feel about 37s — impressed by their products, their approach, their success, and their confidence, but also rubbed the wrong way by their attitude towards their readers and their customers (of which I am one). There is a lot all web developers and business people can learn from 37s, but perhaps not all of the lessons are intentional.