I think the companies you've never heard of are the most interesting of all, in some ways. It means that "being famous" isn't part and parcel of their success.
37signals, while being a good group of people, seem to have found success in a way that I'm not sure is as easy to repeat as some of those companies that just crank away doing their thing and making their money without needing a hugely followed blog, books, web frameworks and the like. This makes me a bit dubious of some of what they have to say.
Fair point about 37signals, but remember they didn't start with the popular blog, books, and framework. it took years to get to that point. Everyone starts somewhere.
That said, I've noticed some of the advice (mostly about marketing) doesn't really apply when you're just starting out.
37signals, while being a good group of people, seem to have found success in a way that I'm not sure is as easy to repeat as some of those companies that just crank away doing their thing and making their money without needing a hugely followed blog, books, web frameworks and the like. This makes me a bit dubious of some of what they have to say.