This always confuses me. I don't see his methods as force at ALL. Not remotely. Can you explain what you mean. He uses energy,attitude, and distraction, not force. He seldom even touches the dogs, and when he does it is just a slight touch. I understand that it is not a reward training, but I don't see the only methods as reward and force, or positive and negative.
He does use a positive/reward method, IMO, but the reward is peace and affection, not cookies.
When I think of "force" training, I think of those trainers of the past who would encourage people to throw the dogs to the ground, hold the neck tight, and have a stare down, or the rolled up newspaper, etc. Not sounds and body language.