I don't know if Historum is the publicity he is talking about. More or less, why argue something so subjective? Arguments that revolve around people's feelings rarely have finality. You can't argue the way someone feels.If that is true, then you are actively helping him and pursuing it by continuing to argue on this thread and debate the topic.
You have a chance now to convince those who might otherwise agree with him that they are wrong, and should take this opportunity to put forth why his premise is flawed and counter anyone who is inclined to agree with him.
His entire book is based off a perception. I would recommend you read his Wiki. He has been an academic his entire life (not that its a bad thing). What experience does he possess in a corporate work environment? He has no experience on the subject matter.
You know what is even more frightening? This guy was an educator.