I like StrongTowns, but the "real Americans" make local solutions for "real America" vibe really puts me off sometimes. Especially since "real America" seems to not include the places where, well, the most Americans actually live

But one reason I think it's not the worst tactic is that it's made to appeal appeal to the fake small town suburbanite and seed the aesthetic that maybe your vision should include a row of small shops with apartments on top.