This is his column for Inc, not an unveiling of the product. Look at the title, he's talking about redoing a product from the ground up, and using his experienc

This is his column for Inc, not an unveiling of the product. Look at the title, he's talking about redoing a product from the ground up, and using his experience as a parable for businesses everywhere to ponder. It's not called "Introducing Basecamp 2.0"