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Interesting that so many people are discussing the price. If you've followed 37signals' blog posts about business, it's pretty clear that they prefer to have paying users, rather than offer support (i.e. waste money) to people only using free plans.

Indeed, the high profile of their brand is what (now) allows them to do this with a new product: their users will be familiar with the other products 37signals offers, and buy based on that familiarity/constancy.

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