He just had a very Feynman-like way (or Feynman had a Franklin-like way) of seeing the world. He sees confirmation bias, the dangers of saying yes, the power of positive thinking, failure as a teaching tool, the power of a nebulous "them", habit chaining ...

But my favorite quote/section is on his 13th virtue, humility. Frankling was told by a friend to stop being so proud, and so he introduced a habit of always being extra modest when espousing his opinions, adding "I imagine" and "perhaps" instead of "undoubtedly" and "certainly." Anyway, he goes on to say while it wasn't a total success, he felt he'd been pretty successful in habituating that modesty for 50 years, but pride is a hard thing to subdue, "for even if I had completely overcome it, I would probably be proud of my humility." !!