Jason Fried - Ask 37signals: Pressure to grow?:

"We’ve intentionally set up our business so our headcount doesn’t need to grow linearly with our key business metrix. We’ve put self-serve at the core of our company. Self serve sign up, self serve upgrade, self serve downgrade, self serve cancellation.

We’ve been constantly tweaking the UIs for the apps to make them even more self sufficient. By making things clearer and simpler we make help/support less necessary. We’re obviously here to help people when they need help, but we’ve seen significant growth in our customer base without significant growth in customer service requests. This is the biggest payoff of simplicity and clarity."