Basecamp is a small company (~50 employees) that is headed by leaders who put an uncommonly extreme level of thought into how the company should operate. From my vantage point they feel like a "philosophical experiment" in technology company leadership. They also do things that many companies would never think of doing, like cutting most of their products and focusing on only one. Friedman and DHH are great thought leaders in this space, but a lot of what they do wouldn't work as-is in a larger corporation.