From the link:
Revisit the Jastreboff model! The only thing that makes tinnitus 'worse' is your reaction to it, and that is based on a) what you think is happening ('dreadfulising') and b) your mood state which influences tinnitus through the model (look at the diagrams). Your reaction (AVERSIVE CONDITIONED RESPONSE) to tinnitus is what governs it, and the effect it has on you. This is what TRT reverses. Loudness is immaterial and indeed some of our worst affected patients had tinnitus they could hardly hear except in a very quiet room. Read the website, and the book, learn that tinnitus is a naturally occurring phenomenon in everyone, and only when phobias and dislike takes over do you get into trouble. There is NO physical change relating to tinnitus alone. Do the exercises on the web regularly and use sound enrichment 24/7 according to the instructions.
I don't buy it. He's telling us that the severity of the condition from hour to hour, day to day, is all based on our viewpoint at the time of occurance. Reaction, mood, phobia, bull____. That's the same as saying "just ignore it and it'll go away." Sounds like an opinion from an cash-incentivised pseudo-expert on the subject to me. "Read the book. No, BUY the book."