Dominant dogs - they are not really out there but there seems to be a lot of equipment made for them. Most of it works by inflicting some degree of discomfort on the dog. Millan's Illusion collar works by cutting off air supply to the dog, making the punishment seem effortless. And thereby more acceptable to the consumer. Of course, Millan would never be honest with his consumers and he will wax poetically about energy, and visualizing - all the while the dog is gasping for air.
While I don't like much (most?) of what Ed Frawley of Leerburg pushes, at least he is an honest person. He doesn't mince words, he is clear this is punishment and makes no excuses as to the real purpose and reason the collar works. He writes in big, bold, blue letters
Leerburg | Dominant Dog Collar This collar is not intended to give a painful correction. It's intended to take the air away from the dog.
While I despise the methods, at least I respect his honesty, which is a lot more than I can say about Millan of the Canadian idiot Brad Pattison who also sells his own brand of choke collars.
Of course anyone who is not blinded by the TV media machine and has some knowledge of anatomy already knows this. Just try convincing his fans.