Two solutions:
Your transclusion is being processed in "inline" mode. As a result, the header syntax ("!!!"), which needs to be processed in "block" mode, is not being recognized
Two possible fixes:
1) Add another blank line between "Included Below" and "{{ Rich Shumaker }}". This will cause the content from the transcluded tiddler to be processed as a separate block, which allows the header syntax to be handled properly.
Alternatively,
2) use the <$transclude> widget with the mode="block" param to explictly force block mode, regardless of surrounding whitespace
<$transclude tiddler="Rich Shumaker" mode="block" />
enjoy,
-e
Eric Shulman
TiddlyTools / ELS Design Studios
Inside TiddlyWiki: The Missing Manuals