I truly don't get that musicians of all people think applied learning methods don't apply to songwriting. He's teaching exercises to learn the basics, like any craft.
It's so ironic to me. When a person wants to learn to play an instrument around here - I never see, "Oooo whatever you do, don't learn anything about playing from anyone else, especially anyone who's made a living at it or "rules" will stiffle your creativity."

LOL!
No offense intended to anyone - I just find the double standard funny.