Interesting, but flawed. The section at the start where he explains framing is interesting, then talks for a long time about a single frame, which he himself says isn't how framing works.

There is also a larger problem in that if you consistently reframe left wing talking points into language that appeals to the right wing, you will attract people who find those framings positive. i.e. right wing people. Left wing people don't want to be in a group full of right wing people, who, if you are LGBTQAI+ for example, don't want you to exist, meaning the group will move right.

He also laughably suggests people will "debate" in good faith. Which in a post gamergate era, I think we can say is bullshit.