I just read an article that says you should hire for the person and not their specific skills. For my project, I don't know whether I agree. We have very specific technical needs on our project. We don't have time for you to learn on the job. Techn skills are king here.
But what if you had the lineup shown in the picture here? At first glance, you might want to hire the female because she looks good. Those who look good usually get the advantage. The other two guys look not quite right.
However you need some hackers to get the job done on your project. Maybe you do want someone who looks like a hacker. Along this thinking, I might have to choose the guy in the middle. He is squinting like he stayed up all night writing code in the dark. That is my kind of guy.
Edgy Rebranding - I just read that 37Signals is changing their name to Basecamp. That seemed odd initially. I know them by 37Signals. Why give up all that brand juice? Sure...