To me it sounds like...hey from a JW point of view, this is what we are seeing. These are some of the apostate items we can take seriously, and these are some we can't. I know in JW mentality, from personal experience, 10 could be good, 1 could be bad, and I would jump on the bad saying "see? they don't know what they are talking about"
For me, personally, when I was waking up and starting to look, I WAS looking for reasons to not take them seriously. I didn't want it to be true, learning the reality of the watchtower was turning my life upside down as it was and I was a little like Maria in the West Side Story when she found out her love, killed her brother...please let it not be trrrrue please let it not be trrrue.
I saw this letter, mostly as constructive critism, not bashing. There is a lot of helpful suggestions in there. I also believe however, that different approaches can reach different people in different ways. I know when I was first waking up and looking, some scared the snot out of me "omg they are right..apostates are evil"...some pissed me off, how dare they disrespect so much...etc. Ironically, it was the ones that pissed me off that were the most helpful in the end, as I set out to prove them wrong. I was going to show them! Instead, it led to peeling back another layer of this crazy onion called the WT.
I now make videos myself. I am also a teacher. When I make videos, I try to address them as if I were talking to one of my classes. Nothing wrong with that. Nothing wrong with some of his suggestions. And there is nothing wrong with doing your own thing as well. I just don't see this as bashing letter is I guess what I am trying to say.