Judging from the results for people I know who've had this person re-work their résumés, it's extremely good advice. Non-braggy résumés seem to just get round-filed for not knowing how to play the game, even if they're otherwise very well-written. I'm sure there are a few folks hiring—probably almost all at relatively small enterprises—who have the opposite reaction but they're instead rejecting good people who are simply playing their hand the best possible way, given the rules. Those who fluff up their résumés get much better results.