As for what I really think:

I don't use NILIF myself. My dogs do get free things, including attention, love and play (rarely treats or food are free). However, it think NILIF is great for those dogs that are very out-of-control, and I do think it's an easier system to use for some people who aren't strong trainers. So, in short, it's a good, workable method for some dogs and some people.