Who is 280 North? I think you're missing the point the author is attempting to make. 37Signals is a well-founded company which has several applications, each

Who is 280 North? I think you're missing the point the author is attempting to make. 37Signals is a well-founded company which has several applications, each generating revenue. It's also well-known. The points which the author purports would make 37Signals tempting to Microsoft do not apply for 280 North.