the cost of coming up with a good idea (or what you think is one) is very cheap/near nothing (not to mention it will change as time goes on). the cost of good skills, assets, team members, connections, and so on is much higher in terms of both time and resources
I saw these guys speak at BarCamp Cork today and although they preach from much the same book as 37Signals, they do so with even more passion and enthusiasm, and a healthy dose of wit to go with it.
To say idea's are worth nothing is asinine.