But in this case the "intellectual property" seems to be 1.chat in a web browser 2.web pages with a 2 column design. Neither of which are unique or patentabl

But in this case the "intellectual property" seems to be 1.chat in a web browser 2.web pages with a 2 column design. Neither of which are unique or patentable ideas. Seems like 37signals just exploited this for publicity. Unless there was some innovation here that I'm missing.