I find it difficult to take your position on this. When it comes to how a company's name or product is spelled, there is a right way and there is a wrong way.

I find it difficult to take your position on this. When it comes to how a company's name or product is spelled, there is a right way and there is a wrong way. "37signals" is right. "37 Signals" is wrong. "Flickr" is right. "Flicker" is wrong. If you get it wrong - on your resume or cover letter no less, those most holy of holies, the most polished job-related documents you own - it shows you to be sloppy. Or not passionate enough to get it right. Or both. Or worse. When a company is small like this, they want not only the best, but they want the most motivated and most committed to the company. As someone else said, it SHOULD be a mutually benefical relationship, and as they consider that 37signals provides substantial benefit, they are looking for someone who will provide substantial return. I feel a little like the old guy on the front porch yelling "Get off my lawn!" just now, but any of you decrying this practice clearly don't "get it" and are in no danger of being in a position to be hired by folk like those at 37signals any time soon anyway.