I remember several years ago when 37 Signals abruptly changed their web site, The issue came up in their blog comments and was covered by Copyblogger here:
<a href="http://www.copyblogger.com/the-37-signals-approach-to-copywriting/" rel="nofollow">http://www.copyblogger.com/the-37-signals-approach-to-copywr...</a><p>Bottom line: 37 Signals didn't do any testing. I know they've reported headline testing results, so maybe they've changed their practices.