Most of what I've been reading is just advocacy dressed up as methodology: framework A is doing "the right thing" because of the perceived attitudes of their developers, the architectural choices, the ease of use (delete as appropriate), whereas framework B is doing "the wrong thing" because it does something different for all those things, all according to someone's sense of taste (or lack thereof).
As someone who writes software and discusses software, obviously advocacy and methodology mix. I program with the methodology I think is right. I advocate the methodology I think is right. I advocate the framework that implements the methodology I think is right. It's not dressing one thing up as the other thing -- it's the two faces of thoughtfully pursuing the craft.