There seems to be a rift here between what people are good at/what they want to do now and what they want to do later. I consider myself a good programmer, but it's not where I want to be forever. I have always wanted to branch out and learn multiple facets (management, service, sales, etc.) and this seems like it would be limiting in that regard. I guess I just wouldn't be the target of 37signals?

Without wanting to sound snide, do you look for people who want to stay in the same role forever? It surprises me that people's ambitions to branch out and take on more responsibility haven't caused this to come up before. A salary bump, more benefits, and more vacation time wouldn't help me placate my desire to learn about other skill sets.