Sure his method sounds easy, but are the results actually worth anything? It looks like an over-simplified version of ACT-R, with some made-up cost values. To me, this has no advantages over my gut feeling on usability; it's just that the numbers add some false sense of reliability.

For actual design decisions, I'd much prefer a method that has developed for thirty-some years, is based on actual cognitive models and has been empirically validated.

Besides, it's not that difficult to use. Building and testing your interface in CogTool would take you about an hour the first time, but it is easy to learn. You can even import HTML and record your actions. The results are pretty accurate, and you get automatic interface optimization (e.g. on widget size, location, types) too boot.

So, the author had a nice idea, but it has been done already. (At least for the user testing, the accurate results, the "codification" and the books; I don't know about the consulting company.)