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I think part of it stems from a lot of people's need to analyze, disect, write "new" how-to-do-it books (just to make a few bucks), and a need to take it to some "intuitive, get inside the dog's mind" crap. Training dogs and making them good pets is really not all that difficult. I'm just amazed at all the crazy methods, terminology, and theories that people try in order to do something that's really pretty damn simple.