I had seen his commercial a while back and managed to get a handle on his DVD and it's the same old jerk and choke approach that other less informed trainers use. In his DVD we get the usual lies about food making dogs fat, aggressive and dog only working when there is food around. Needless to say this is wrong and false and given the amount of evidence I am tempted to say that Sullivan in intentionally lying to sell his methods.
Plastic prong collars = "Command collar"
Long leash = "Freedom line"