正如蚂每次蚁搬运食物时都会留下化学信号，当外膜浏览某个网页或选择（忽略）某条搜索结果时，也留下了一种实时的反馈信息。
Just like ants that leave a chemical trail each time they bring food back to the nest, we leave real-time feedback each time we visit a page or select (or ignore) a result.
他们已经创办10年的公司，37信号，主要是为其他的公司制作网页软件。
Their 10-year-old company, 37signals, makes Web software for businesses.
从访问网页并在方框里打勾这些过程中出现的细节，该公司的软件可以获得很多人性化信号。
From particulars that arise in the act of visiting the page and checking the box, the firm's software can acquire a host of signals of humanity.
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