I so believe in this mantra, yet to execute & implement that in exactly the way DHH advocates is something which I fear only 37Signals can do. If you're a fan of their business philosophies, you'll know that there are many of those philosophies that just seem unattainable to the Average Joe and their business.
And that's okay.
I always read these kind of articles, because it inspires and challenges my own way of thinking & doing. That's what's important; it's not about implementing their way of doing. Instead it's about learning from the best and then fusing that in an unique combo with what you know works for your team.