Have the highest respect for the folks at 37signals, but this is definitely not a HN frontpage worthy post. I'm beginning to see almost every blog post by them on HN front page. No offense but it doesn't kindle the hacker's knowledge in any way.
More just like this please.
The topic of the post is highly relevant to a lot of stuff, from thinking about UI problems, to iterating on a problem, to business decisions, to the avatar issue in specific, etc.
Much much better than the not so unusual fare of "Show HN: I made a clone of reddit in Visual Basic, come see" or "How we got burned storing customer credit card info in plain text on a in memory database on an old overclocked Pentium-III under a cupboard in our kitchen".