We need to individually stand-up and set boundaries with our employers (even if we are running the company) so that we can enjoy life in general. This gradual encroachment on our personal time is insidious and if we don't choose to go another way we will soon end up like South Korea where people work from 9am to 10pm regularly. In my company we encourage people to be active, give 5 weeks vacation and don't expect people to answer emails at night and weekends. You can do this by setting just a couple of goals that move the needle each week. I see so many people waste their "working" hours on Facebook and other distractions. By eliminating these distractions we try to target a 35 hour work week.
The snarky images are funny but I would be more interested to learn what 37 signals does to make sure their employees are well-rested and happy, and enjoy a proper work-life balance.
I had the same feeling, while watching the Office ad, showing a guy who brought the work home. Instead of productivity, it looks like the lack of work-life balance