On the ridiculous side: the idea that calling a car accident an "accident" is somehow wrong - as if, because I understand that what happened was an accident, I am somehow incapable of thinking "hey, maybe we need better road safety legislation".
On the creepy side: the general approach which is, instead of making public arguments about why cars are bad, to manipulate language so as to push people to your side, using results from behavioural science.
Of course, if you think the author is on the side of the angels, then this is great! But the techniques can be used by equally self-righteous people, with whom you may disagree.
Treating people like sheep is gross. Don't do it.