Like another poster said - he does focus on making the right thing easy and the wrong thing hard. He also works on escalating pressure - starting off as light as possible and moving up where needed. His phrase for that is "Gentle as possible, firm as necessary." But he is not all touchy-feely with the horse. He expects results and he will go after them if they are giving him the metaphorical middle finger.
As to the selling of his "doodads" - yeah he has a lot of stuff for sale but when I saw him a few years back at one of his clinics he said a couple times that you do not need his brand of tools in order to do his methods, he just sold the tools that were made with materials he preferred the feel of. So he recommended them but you do not need them.
I also like the fact that he gives credit to those he learned from rather than trying to claim everything as his own, unlike some trainers out there.
One more thing, he will show you how to do something with the horse he is working with, but many times will tell you how he would adjust what he is doing depending on the horse he is working with. Lets say he is working with a lazy horse, he would then describe what he might change for it to work for a more reactive horse.
I have his gaining respect on the ground book and I found it easy to follow and learned a few tricks from it that did help my horses. I also have his colt starting video. Overall I think he has good stuff that can be combined into most training programs. I don't follow everything he does to the letter, but he does have some good stuff.