> It's not illegal, or even particularly immoral
Are you sure it's not illegal? From the bottom of the copied page:
"All text and design is copyright ©1999-2012 37signals, LLC. All rights reserved."
Adding a copyright statement to a page doesn't change copyright laws. A court would have to side with you, something that's by no means guaranteed.
Real world story - when Netscape finally gave up the ghost as a software company and Mike Homer came up on top, and convinced Jim Barkdsale that our future was as a "Portal" - Jim Barksdale, our Beloved and incredibly well regarded CEO, came out at an all hands, spelled it out to the company, and said "The competition is now the portals - and that's something that we can go out and copy." - he used that word, "copy".
Within a week, we had _entire walls_ covered with plotted printouts (remember those?) of Yahoo's Portal, and, underneath those plotted printouts - element by element replicas depicting Netscape.com. You could almost overlay them.
It was successful. Netscape sold for $4 Billion to AOL ($10 Billion on the last day of trading) - but I can guarantee you that none of those designers were particularly proud of the work they where doing, and hopefully didn't put it in their portfolio.