[jzimdars]

" I, for one, don't want to code my whole life. Something 37signals can't offer me."

I'd say it's just the opposite. The lack of organizational hierarchy and title means that people can work outside their normal expertise more easily. Nobody is stuck in a box.

Designers pick up programming skills as their interests allow. Programmers with UI ideas can try them out. Both contribute with writing, with workflow ideas, and on customer support. We've even had people completely shift roles from programming to design.