37signals' actual attitude is mostly right. That is, listen to your gut before focus groups, and keep things simple even when the horde calls for feature-itis.

The 'problem' is mostly that they (apparently) don't understand how their public statements make them seem. They make themselves look arrogant, even if they're not.

Maybe they don't care about public perception. What Don Norman is saying (in part) is that they will eventually pay a price for this attitude. He may be right.