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I'm curious as to why they put this under the Basecamp brand. While it can be used by teams, it sort of gets lost on the homepage and its target market probably won't even discover it. Why not make it a separate product that can handle its own marketing and brand without trying to be interchanged with Basecamp?

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My guess: because they hope that this simple offering serves as an introduction to the Basecamp brand and works as lead-gen for the more expensive Basecamp offering.

If they did, it would be just another mail group provider, charging ten bucks instead of zero. I think they are selling the Basecamp/37signals brand image as much as the service itself.

They have lots of products that aren't branded as Basecamp. I think the likelier implication is that we're going to start seeing more bite-sized Basecamp apps like this. The pricing model for this one is very app store.

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