37Signals' philosophy and their business practices ARE different to a 'normal' business or startup's - their advice goes against the conventional wisdom. That's what makes what they have to say worthwhile and valuable for discussion.

I Googled around a little bit for an example here, here goes.

Nobody is gathered around arguing the soundness of the approach or the appropriateness of the attitude of Ben Angel, founder of Nationwide Networking, what seems at a glance to be a somewhat successful business consulting and entrepreneur coaching business.

Why?

Presumably because Ben's advice is conventional, safe and mostly like everyone else's. It may be more likely to be suited to your business, but it's not new and it's not interesting, is it?

37Signals built a very different, opinionated business. It worked because either they got all their opinions exactly right (not likely...), or because building a business that way makes people like you - and makes you successful.