Speaking only for myself: I consider it woo-woo because there's no real set of steps which makes it repeatable for a majority of people. What works for one person works for one person, but it's sold like it works for everybody.

I've heard of folks who are capable of meditating their way through a root canal. Should we stop offering Novocain to patients? Should we start actively discouraging dental patients from getting Novocain?

To me (dons flameproof suit), it's a lot like Homeopathy - another attempt to sell the placebo effect.