Spyder and Crystal,
You are both right. Ezzo talks out of both sides of his mouth, giving lip service to normality at various points, while the underlying, more rigorous message is also there to be found if you want it, that control can't start too early, that this scheduling business is a form of discipline that will reap a harvest of righteousness, etc. Prep and Babywise cover the same territory although Prep, with it's biblical overtones, presses the case harder. Parents in a church group that becomes an Ezzo sub-culture may read and reinforce the "control" messages, where parents who are reading Babywise in a more normal "interpretive community" may find simply a recipe they feel free to adapt in the direction of normality.
Earlier editions were more blatant with the rigorousness and with associating the method with producing godly character. These parents may be using an earlier edition. Or they may be in a subculture that has intensified the message, or they may have brought their own bias to the material.