I have trained my dogs at Alpha, I LOVE my dogs to death and would never do anything to hurt them or make them miserable.
Greg, the owner/creator, is not full of himself, the man is driven by his passion for dogs, you just have to listen to him talk. He has worked with so many dogs, testing HIS theories, in a effort to find an effective way to train most dogs. Some of these methods require a bit of tweaking for special cases but the basics remain the same, dogs (like children), need boundaries and rules to work within. (Just look at the consequences of 'free parenting', bit like the consequences of positive only or no dog training IMHO = works ok for some but the others.....)
My boys won't go through an open gate or through the back doors when they are open, I set the boundaries and now don't need to say or do anything. They know they need to be invited and don't sit there begging either. I can put them in a drop and go back 4 hours later and they are still there, other dogs, cats, sheep, chickens wandering around, they don't move. I use treats for trick training but for the basics I don't. I don't need head collars any more, they are a training aid. I control my dogs with my voice, just a few words in fact. They come in every night and curl up on their beds and sometimes I invite them on to the couch or my bed or even my kids beds. They love being with me (and my family) and we have a great bond.
So many dogs have been trained and/or helped by Alpha, whilst it might not be to everyones taste (tell me something that is?), I think what they do is awesome.