I can totally understand as I have experienced the exact same thing. But... I do believe that this is the way to go, because, imo the difficult part for a working professional is to get into a schedule.
In my view, MOOCs are really revolutionizing education because they provide options for smart willing people that are locationally or financially disadvantaged to learn from top tier professors/institutions.
We discussed the concept internally and decided that we won't ask for any user demographics on the registration form.
Later, when we have a clear way to use user demographic, we will create a value proposition for them to enter it. Eg tell us your profession so that it will be visible to other users and get new leads.
But strategically wise, I can see a threat from Wunderkit to Basecamp. Wunderkit is trying to bring a BP-style project management product (evolved) to a mass-market. It is not going for the geeks, designers, etc that BP has mostly as its clients. It is going for the mass and thus a recent article has mentioned them as "a Facebook for the workplace". After all, their first product (Wunderlist) has 1.5M users and reached 1M users in 275 days(!). Finally, a previous comment in HN frames 37s move in a nice way:
When I am reading about BP Next or viewing this video, I get the feeling that this "move" has something to do with Wunderkit launch http://www.wunderkit.com/. Be it the timing, be it the coloured backgrounds on the video, etc. I don't know exactly why, but I get the feeling.
And I am saying this, despite being a huge fan of 37s, their products and their philosophy (as demonstrated in their books and SvN). I have read everything they have written and I am a paying customer.
I also feel, however, that BP Next would be one more great product from 37s.