I’ve read a number of articles about the fold and it seems that the web design community is firmly in the doesn’t exist camp, my argument is that it isn’t a case of all or nothing. It’s a matter of prioritising information and I would say that is exactly what 37signals are doing. All the high priority information is near the top.

It’s a fact that some users will land on a web page and will choose not to scroll down and that could be for any number of reasons (they may not be interested in the site, may not see anything that tempts them to scroll) – it’s a numbers game, the higher up the page, the more eyes will see it