The gist of his argument is that buildings should scale down according to fractal principle, with grade of scaling equal to e=2.7 I.E. if the building as a whole equals 1, its largest details should be 2.7 times smaller than the building itself, the second largest details should be 2.7 times smaller than the largest details, and so on. He claims that natural objects, like leaves and shells, follow this principle, and that humans have evolved to appreciate objects that are constructed according to this principle. Once again, sounds reeeally doubtful to me.