Natural horsemanship practitioners often describe their principles with evangelical zeal, describing the approach as being a radical departure from "traditional" techniques, which are often portrayed as being based in the use of unnecessary force. Users and practitioners tend to relate benefits both in relation to the quasi-scientific narrative of the ethology of horse behavior, viewing the horse as "other", but also to the idea of an anthropomorphic partnership. High-profile practitioners of natural horsemanship such as Monty Roberts and Pat Parelli market their methods and equipment extensively through books, television appearances, live shows and other media. The natural horsemanship movement is controversial in the mainstream equestrian community, with criticism leveled at practitioners on a number of levels, while natural horsemanship advocates in turn are highly critical of more traditional methods. Natural horsemanship promoters face criticism that their techniques are not "new" and are classical concepts that are simply renamed or repackaged in order to be able to sell products and merchandise.