Huh? Why is 37 signal taking a PR based ad out of context? Its clear that the message of the advertisement is "You can" and not "You should". I could very well come up with 10+ reasons not to eat dinner late, yet I can clearly comprehend the message behind Taco Bell/Burger King's "Open Late" ads.
Ironically 37Signal's moto can be also be re-interpreted:
"Making collaboration productive and enjoyable for people every day." [1]
Sadly, this whole stunt makes them come across as a smug.
"You can" tends to turn into "you should". Accepted norms and all.
I submit that in the given examples of being at the kid's soccer game and family movie night that we should throw away the "you can" and instead think "you should NOT".
You should not be gabbing away on the phone about work, facing away, while your kid is scoring a soccer goal. You should not have your laptop open working on work-related spreadsheets on the couch next to your family during family movie night.
If your job somehow requires this, perhaps it's time for a career re-evaluation. And of course it ultimately comes down to it being your right and your choice, but if you do this, examine the real effect it has on your family. Don't be the dick parent who gabs away on their cell phone during their kids' soccer game.
When your other colleagues respond to emails 24/7 and only you don't, you're the slow to respond guy. It's like a 9-7 work culture. When it's the norm, it's also the expectation.
This is like the comments a couple of weeks ago on the daylight savings article. 'Why should you care what time the clock says it is. 'Just arrange a 13:00-21:00 schedule with your employer and arrange to have dinner with your friends @ 1am.'
37 Signals are making a comment about work culture. Culture is something we make together. And they're right. Working on the toilet, at your kids' football match, while watching TV is bad. Falling asleep into a spreadsheet it definitely bad.
Ironically 37Signal's moto can be also be re-interpreted:
"Making collaboration productive and enjoyable for people every day." [1]
Sadly, this whole stunt makes them come across as a smug.
[1] http://37signals.com/