I read the book and I enjoyed it. It still feels like a recruitment tool for Basecamp in the same way all "self help" books just seem to describe what the author does well, rather than how to deal own with personal difficulties. If you happen to have a company like theirs (<100 employees, ability to work remotely, profitable), this book will help better align your team's efforts and create a good work environment. If…
What basecamp is promoting is totally fine, but at this point you have to recognize that bootstrap / small biz style vs. VC style biz are two different kinds with their own tradeoffs and the emotionalism in the articles are not that necessary.
But the emotionalism behind the articles is probably what makes the content stick, as people frustrated with their current work environment get inspired by SvN blog articles to start their own SMB and buy basecamp products to organize their business.