I wrote something similar about a year and a half ago: http://www.elischiff.com/blog/2015/2/3/im-a-creative
Monteiro is entertainment. Nothing more, nothing less.
Monteiro is not just entatainment. He is a brilliant man and a brilliant author. This in no way was meant to demean him in any way. I was just expanding an argument that is against one of his ideas. 99% of things I fully agree with him on.