With great anticipation did I click through to read this article ready to gather evidence to blast 37signals once again for their tired "we did it, so can you, it's simple" philosophy. Instead, what I found was a very useful blog post outlining effective guerrilla techniques to get noticed. Nice post and it shows you that it's not always about who you know.
37 Signals is a great example of how it takes more than good technology to succeed. Although, I doubt it's as simple as they make it seem. However, after reading their articles, it's hard not to think, "I can do that to."