I'm not previously familiar with him, no, but I did follow the link you posted to his site. The entire front page was about how women can doll themselves up to be more attractive to their hubbies. I was not impressed. Hoping to give him the benefit of the doubt, I followed the links to some of the "most important posts" on the site, and found more misogynistic bullshit: relationships boiled down, essentially, to how much she's putting out, whining about Nice Guy™ Syndrome, and perpetuation of pathological gender roles. So, zero points for ethics.
I think I need more help seeing why I should think the links you provide are examples of Not Good Things.
Clarisse Thorn recently posted a useful article about Ethical Pick-Up Artistry, bringing up a few basic critiques of traditional PUA and suggesting a few alternatives.
A proposal to formalize thisNot the same thing, but a discussion on forming a community to practice social artistry in general has been brought up on LW before, but I'm not personally aware of anything coming out of that.