I just followed the link, I'd never heard of him before either. I agree, he sounds really cultish. "The bit is a torture instrument"? It's only the hands on the bit that can torture.
If first impressions mean much, the method (or what little of it was described) doesn't impress me that much. Maybe there's more to it if you get into watching the film, or something, but his "review" of Monty Roberts really rubbed me wrong. I'm not Monty Roberts' number one fan, but is he a torturer? Never.
A stubborn horse walks behind you, an impatient one in front of you, but a noble companion walks beside you ~ Unknown