If you really wanted to know what the guidance was, literally the first link in TFA leads to an EFF backgrounder that explains it, including linking to the actual source.
EFF's mission is to effect positive change in technology. If you disagree with their views on software patents, you should expect to not like what or how they have to say. Their mission is not to convert you, it's to drive support and engagement for their ideals among their supporters and undecideds.
I personally do agree with them on software patents, and so I approve of their methods because I can see that they optimize for effectiveness of their campaign, as they should.