I see where he is going, but I think he used a terrible example of the 37 signals web page. He says they don't call you to action until the bottom of the page. But their four products are clearly displayed "above the fold".<p>I was buying what he had to say until he used this example that clearly didn't sell the point.<p>EDIT
Also his design is amazing. Someone of less a caliber might not have gotten me to read the article. I'm still going to be putting my "buy" button "above the fold"