I've read some of his articles and training advice, and it all sounds like physical domination. Unless you have an exceptionally hard dog, every punishment can create fear.
(hardness: "the dog's ability to recuperate from a disagreeable experience")

That said, I think Frawley is another Cesar Millan and I don't agree with either of them. They have some good ideas, but their good ideas are overshadowed by their ignorance towards real dog behavior. Alpha dogs don't grab the scruff of puppies until they scream for mercy. That's called violent abuse, not respectful leadership.