1. I am not an engineer.
2. Differentiation is what is being pitched - not 'how to charge higher prices'. Charging higher prices is just one of the potential benefits that can be derived from differentiation.
The product (a haircut) doesn't change - it is the perception of the customer that can be changed when they receive differentiated service that is the gist of this article/video.
As I mentioned in my original response, this is not a new concept.
I would maintain that differentiated service is a very good thing that has many more benefits than just giving you the ability to charge higher prices. Personally, I don't think that 'charging higher prices' should be the goal - this is the main reason I didn't really care for this dude's Marketing 101 pep talk.
If you are attempting to differentiate your services from your competitors simply to charge higher prices, you will most likely fail in the long run. Customers will eventually figure out what you are doing, and see through the 'marketing hype'.
I agree with your last line - "Most people respond better to confident, articulate delivery..." - but it's the back-end stuff (service after the sale, showing you actually care about your customers, etc) that maintains your customer base.
Glib pitchmen/women can bring in customers with their confidence and articulated speech patterns, but the back-end crew had better be able to deliver (starting at the time of sale; continuing forever) on each promise and insinuation (part of the articulated delivery) from the front-end, or these 'lied-to' customers will destroy your business model in short order.
Thoughts? :)