The amount of exposure they get is extremely out of proportion to what they are and do. They do have it down to a fine art. Even this blog post is designed to get people talking about them - which it's succeeded in doing.
They created ruby on rails, which a few people use, and they make a few webapps. They're not a startup. They give (IMHO) fairly poor startup advice, most of which would only work if you're them.
The 37 signals fanboyism all just gets a little bit too much sometimes. Best to ignore and move on though...