Gender roles of any sort are fine if consciously negotiated by consenting adults. When presented as the default, however, or as biological facts, with no chance for negotiation, they become oppressive. Kay's suggestions would be fine as suggestions for husband and wife to discuss and decide on together, but as presented they dangerously mislead their audience.
He actually does that, but not in every post.
Almost every post he writes is mostly applicable to a stereotype, he just assumes readers know by now that he isn't saying it will work for everyone. Not very conducive for attracting newcomers, but that's his decision.
If you want proof, click this and do a control f search for the word mileage.
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.