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.