Cesar Millan: Unfairly criticized?

I've just recently become a fan of "The Dog Whisperer". I admit I've known of the show for a few years and thought nothing of it. Before watching the show, I saw Cesar Millan parodied on South Park. However, after watching several episodes(I was putting together a Gundam model and had it on the TV for background sound), I'm hooked. I think that Cesar Millan has a very unique method in terms of treating dogs like dogs and not like humans.
A lot of "experts" apparently criticize his methods but I can't help but get the feeling that they're basically politically correct, book educated, theorists who have little practical experience with dogs exhibiting problem behaviors. One of my uncles breeds and trains dogs for people and he uses similar psychological methods such as asserting leadership and it works for him. He, like Cesar Millan, do not harm the dogs but it seems like people would see a firm tug on a leash, with or without a choke chain(which the term itself brings negative connotations) as an attack or assault on a dog...I don't know, I just don't get it. A 100 pound dog, mainly muscle, is not going to be concerned with a firm tug on a leash. It's not harmful to them as far as I've seen but it's enough of a sudden physical act to get their attention, which is the point of that method. Cesar is establishing that by the tug, the dog must focus on the "pack leader".
Cesar's methods and reasoning behind his methods make sense to me. Dogs are pack animals and no matter how domesticated they are, they are not humans. They have human like behaviors at times but for some reason people want to see everything in human terms.
Now I'm no dog expert, I've never owned one, and my only exposure to them are the pet dogs of my friends and family members. However, I've seen many cases where dogs who behave poorly are being coddled by their owners or unreasonably punished(isolation by putting them out in the back yard) as methods to try to adjust their behavior. It's obvious that if it doesn't work the first 1000 times, it's not going to change a dog's behavior and attitude.
So I ask any of you with dog experience, how do you view Cesar's methods and why do you think they are valid or invalid for adjusting dog behavior?
A lot of "experts" apparently criticize his methods but I can't help but get the feeling that they're basically politically correct, book educated, theorists who have little practical experience with dogs exhibiting problem behaviors. One of my uncles breeds and trains dogs for people and he uses similar psychological methods such as asserting leadership and it works for him. He, like Cesar Millan, do not harm the dogs but it seems like people would see a firm tug on a leash, with or without a choke chain(which the term itself brings negative connotations) as an attack or assault on a dog...I don't know, I just don't get it. A 100 pound dog, mainly muscle, is not going to be concerned with a firm tug on a leash. It's not harmful to them as far as I've seen but it's enough of a sudden physical act to get their attention, which is the point of that method. Cesar is establishing that by the tug, the dog must focus on the "pack leader".
Cesar's methods and reasoning behind his methods make sense to me. Dogs are pack animals and no matter how domesticated they are, they are not humans. They have human like behaviors at times but for some reason people want to see everything in human terms.
Now I'm no dog expert, I've never owned one, and my only exposure to them are the pet dogs of my friends and family members. However, I've seen many cases where dogs who behave poorly are being coddled by their owners or unreasonably punished(isolation by putting them out in the back yard) as methods to try to adjust their behavior. It's obvious that if it doesn't work the first 1000 times, it's not going to change a dog's behavior and attitude.
So I ask any of you with dog experience, how do you view Cesar's methods and why do you think they are valid or invalid for adjusting dog behavior?