The company brings in several millions dollars a year [1]. They have one of the nicest offices in Chicago [2]. One of the partners had a super car commissioned a few years ago which on a technical level is more sophisticated than the machinery available to your average military [3]. So how aren't they "living up to their true potential"?
[1] From the article.
[2] http://37signals.com/svn/posts/2593-official-pictures-of-our...