Exactly. Lakoff is doing nothing new, that hasn't been done by run-of-the-mill marketers for years.It is a measure of the "rats' desperation that they are willing to pay for and cling pitifully to these nonstarters.
The paradox is, every time they come up with one of these new "frames", all we need to do is point it out, ie "reframe the frame" as a crass cynical manipulation, and poof! there it goes, up in smoke.
Lakoff however is selling books and getting paid to push his snake oil.
It is much like how algore started the err amerika ponze scheme.