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I thought exactly the same while reading that text. It is definitely Appleish marketing.

It reminded me another Apple ad, though surely it is not a copy

On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like "1984"

Yeah, I thought that it was an ironic homage to the Apple way of launching.

Except 37signals didn't change nothing. The only thing about Basecamp is that it's so easy to use.

What Apple does is innovation. 37signals just makes things foolproof.

* only thing about Basecamp is that it's so easy to use.*

Goddamn, if I could say that about the apps I write, I could retire happy. Being “easy to use” is an amazing accomplishment for anything, especially project management.

Sure it is, but calling that "reinventing" is unfair to people who actually do something innovative.