My 2 cents:
"Just be yourself" is not effective advice because it goes against the whole self-improvement philosophy of this site.
Lots of posters seek out and find this site after YEARS of "being themselves" to no avail, and fall into the trap of believing that they are "cursed" with an inability to attract girls.
Most of these guys are not experiencing success BECAUSE they are "being themselves"--approval-seeking, outcome dependent, and unable to assert themselves.
Women DO have a "type"--just ONE type--as that is what we refer to here as a Don Juan. Having interests or personality traits in common with a woman may grant you opportunities to attract her, but alone does not guarantee attraction. Likewise, the ability be a DJ is exclusive from your personality, lifestyle, interests, etc. It's really about being a confident, secure man--the "BEST VERSION of yourself."
I agree with Potato that it is dangerous to suggest relying on PUA techniques alone--I think we all understand that outer game can only take you so far. But, I don't think ANY of the gurus actually advocate "ripping off" their personas, either. The point is, from their perspective, that, once you have your inner game in place, the outer game techniques will help you "seal the deal"--and, additionally, they DO work to initially diffuse the awkwardness that is, for some, inherent with a cold approach. Of course, PUA techniques are not NECESSARY...it's just flirting and social intelligence, really. The idea of measurable attributes such as "Interest Level" and "Social Value" and the strategic models (A2, C3, or whatever) seems geared towards the computer programmer/ video game dork types that often lack the proper social intelligence in pickup. This is not a bad thing.
Anyone that advocates "just be yourself" is really just giving a free pass to guys that struggle with women to accept their reality and stop trying to improve themselves. I can't agree with that. How does one even DEFINE "being yourself????" As I see it, "yourself" is taken to mean how OTHER people see you at any given moment. If an ex-computer dork starts lifting weights and dressing stylishly, he's accused of being "something that he's not." Is he really, though? Says who??
The guys that rely on PUA techniques should at least be applauded for understanding that nothing will change for them unless they change themselves.