There are a LOT of 'social media savvy' trainers out there, who put together some very slick content that often doesn't highlight the truth of the methods they use.
I mean they can do this because the prices they charge are astronomical and they have a lot of time in the office... but that asides, they have spent a lot of effort building strawmen to take down.
One is the concept of the 'positive only' or 'purely positive' trainer.
Doesn't exist - unless you're talking about someone who uses only positive punishment AND positive reinforcement... which doesn't work because once a dog fears trying out new behaviours in case theres a punishment, all a reinforcer will ever do is signal 'no punishment this time' and the dog is at best, working for relief.
If that sounds weird - look at abusive human relationships where the victim thinks the 'normal' stuff any healthy relationship should have, is so incredible that they'll continue to tolerate the abuse in the hopes they will feel that relief again - same learning/behavioural mechanics at play.
Any positive reinforcement based trainer is going to be using negative punishment - ie, taking away some expected reward - as the flip side to the positive reinforcement.
Anyone who has withheld a reward (or click which predicts reward) because the expected or cued behaviour didn't happen, has used negative punishment and is therefore not a 'purely positive' trainer.
I am not really keen on the term 'positive reinforcement based' its been misused by many an aversive trainer now, and by many others it is thought to mean 'permissive/just throws cookies' etc.
I prefer force free, though it should be understood that is force free in the context of teaching and standard management. If I need to grab a dog by his left testicle to stop him falling off a cliff and that will cause him pain, I will absolutely do that regardless - but that is not standard management or training, thats a one off emergency situation. (I have to state this because there are absolutely arsehole aversive trainers out there who would state that a positive, force free trainer would stand by and let a dog get hit by a car or fall off a cliff rather than use force. Not true, yet another ridiculous straw man).
In my opinion and thats as someone who has been in the dog training, behaviour and rescue world for almost 30 years now - the reason the aversive 'balanced' trainers are so insistent, so slick at social media, so determined to build these strawmen - they know that their skill set and knowledge is limited, it has huge holes and they burn through clients at an astounding rate, as the quick fixes fail.
They're massively insecure and very soon (hopefully if the uk government pulls its fucking finger out) one of their most relied upon tools will be banned. Hoping the PetSafe case is going to tip the balance there!