Some of that stuff is a bit, um, scary. Notice how they jump to extremes.
All horses are kept penned in a stall all day. Not true.
The use of a whip is immediately equated to beating. Yes, a whip can be used cruelly, however it can also be used as a reinforcement of the leg and just a tap.
All bit are painful and cruel. Sure, if you jerk the bit it is going to be painful. Some bits should not ever be but in a horse's mouth. Some should only be put in a horse's mouth if the rider has very good hands. But, the bit can also be a method of communication that is easy for the horse to understand and can be used subtly.
also, they seem to be advocating that you should be your horse's equal. That is not the way a horse looks at the world. There is always a dominate horse, even if the horses are best friends. Your horse can adore you and still accept that you are the leader.