This is Signal vs. Noise, a weblog by 37signals about design, business, experience, simplicity, the web, culture, and more. Established 1999 in Chicago. Follow us on Twitter for more information on our products.

I would suggest that, if one gets the chance, one should watch the entire chow.com “Obsessives” series. It’s truly amazing.

That’s an amazing guy. Good for him.

Loved this video. Isn’t this what everyone is looking for? A local artisan/entrepreneur who LOVES what they do, and brings the best to their customers?

John Nese (the owner) seems like someone you can trust: genuine, knowledgeable, and personable.

Wish this shop was in my neighborhood.

I’m unable to view the video at the hell-hole Nazi-style corporation where I am right now … but to @Justin:

I’m glad to see that things might be swinging away from the Big Box/”efficiency” model of business back to the local, human-touch, high-customer-service model.

brilliant. not a lot of people are that skilled at their profession nowadays.

I saw this post on twitter, and immediately thought you discovered my parents’ product https://www.sodapoptops.com. Well, it was close, only off by one letter. They love carbonation and sugar just a much =)

This guy is what makes America great. He is converting his passion into service for his fellow man and making a living doing it.

“Pop”, “Smooth”. I love the way he describes soda.

This guy has it all. Passion, Target marketing, articulate and interesting. I agree with Daniel about guys like this make America great. And does he have the CRV right. Entrepreneurs can solve any challenge better than Gov’t.

Glad you’re enjoying Devour.com Jason.

500 different flavours? Doesn’t this guy go against the whole “keep it simple and limit superfluous choices” philosophy of 37s? Shame on him. Who wants 3,4,5 year old soda, by the way, anyway?

HOT LIPS !!! Portland gets some love. It’s a tasty soda, and great pizza, all local ingredients.

If ever in Portland, I highly recommend.

Great guy, nice video, but unhealthy products.

@Xu Soda is unhealthy, but as long as you are not addicted to it, I think it’s fine. A bottle a day is too much, but I am sure a doctor would tell you that a bottle a week is not harmful.

That is those kind of little pleasures, from time to time, which make life wonderful ;)

Google to see the Mabi having it’s space. Best thing ever.

Hey! This place is just up the street from my house – I rarely drink soda, but every time I visit this shop I walk out with several bottles to try. The weirdest one I’ve tried is coconut soda, but my favorite is good old Dublin Dr. Pepper.

I love going to this shop – they always say hello to you and make great recommendations.

Brilliant.

Here is a guy who knows how to say YES and how to say NO in order to make his store unique.

Passion and product knowledge can’t be beat.

nice video. As @GregT points out, this is a nice illustration of how lots of choice isn’t always bad.