This is what is great about this method, Ted gives some ideas to get started, knowing full well that if you go down the non-meat roots for protein, you will get fatigued say trying to eat the amount of beans etc....but it makes the method available to all eating genres (a bit like fasting). His instagram is hard to fault on the picture / meme side of things
https://www.instagram.com/tednaiman/ - if you look at the food pictures / comparisions, there can be no doubt what camp he is in. I have used his whole food ingredients pictures for around 2 years on this site with the caveat of advising against the tubers, the rest for me is spot on.
His method is not new, the limits have been between 10 and 35% for a while for protein, it is good to see more advocates around the 30% mark for protein now. It has suited the guidelines to aim at the lower end due to this fitting the foods that are preferred on the method (and a couple other protocols that are high carb).
In addition the "Keto" diet has in my view been too literal on the "classic" 3-1 to 4-1 approach for fat ratios when used in context of fat loss and condition management such as diabetes; "we" don't need that much fat when we are not epileptic. Ketone production is great but, I believe it is acceptable to flip the switch over to creating and using ketones, with an emphasis on the body using them as opposed to showing them on a meter.
The individualisation of fat percentage on goals and feel good factor is good. Ted is a low carb guy (around 100 grams), with an obsessive view on body composition, in the least amount of time to effort. I would like him to say that equating fat and carbs as energy is only applicable to the 12% who are metabolically well, then he would go from an "A" in my view to an "A star", but I think he is right to indicate there is no free hit for fat in excess.