These people claim to use a proprietary method called Strategic Frame Analysis. I was curious to see if I recognized any names under the "People" section. I don't. As far as I can tell, they seem to be disconnected from the research project that I studied in college. I'm curious to know more about the political dynamic behind this. Is this a parallel research project? Do they have their own theoretical framework that was developed in parallel to Lakoff and others?
Looking at their history section, it looked like this was started by someone named Susan Nall Bales, who developed a method of "applying framing research", but it doesn't appear like she has any training in a discipline involved in "framing research". What research is being applied exactly?