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most important bit from that link: "37 gets used a lot because it somehow feels random"

There's a bit in James P Hogan's novel Code Of The Lifemaker about a charlatan mentalist, asking a crowd to pick a number under certain circumstances. Because of the way he structured it most people picked 37. See here for excerpt- http://jm.home.xs4all.nl/37/cotl.html

I got excited when I read that book the first time since I'd decided at about age 15 or so that 37 was "the most random number" and used it everywhere I could as some sort of odd prank.

It's an insult linking a respectable firm like 37signals to this drama.

The funding amount is paid out in dollar bills: 37 singles.

six successful applicants at $37 each = $201

6 x 37 = $222 #justsayin

Hm... apparently I can't do math in my head :(