Who is the target audience of Basecamp Breeze? Is it meant for business use or personal use? Based on the example emails addresses (my-book-club, classic-movie

Who is the target audience of Basecamp Breeze? Is it meant for business use or personal use? Based on the example emails addresses (my-book-club, classic-movie-club etc.) on the front page, I assume it's meant for personal use; after all, most business have email servers that can easily handle/manage email lists. On that note, I believe the "Company Announcement" images on http://basecamp.com/breeze/compare http://basecamp.com/breeze/compare should be replaced with a non-company email (@37signals.com), something more similar to the email examples on the front page (my-little-pony-fanatics@breeze123.com). Lastly, if it is targeted at non-businesses, using the Basecamp brand, which is primarily used by businesses, is a bit confusing.