Dr. Martin seems to recognize that you aren't going to be happier version of who/what you already are (or at least there's a serious risk that you won't be), though he avoids the boot camp part. He thinks his program can substitute for boot camp. That's the salesmanship aspect.
Now, who wants to be broken down and re-made? Show of hands please.
Bigger question; broken down and remade into what? By whom?