He tries to separate himself from the people that bash Jews for not following the party line on Israel, yet does the same thing while pretending he is better. He's trying to have his matzah and eat it too. For example, he demonizes professors by labeling them as "academics who abuse academic freedom by exploiting their universities as launching pads to vilify Israel" instead of Israeli/Jewish professors who want to use certain means to help shape Israeli policies (particulary the ones against freedoms and freedoms of Arab Israelis). He attacks J Street, by stating that he is critical of them because of their "preposterously false attempts to portray themselves as pro-Israel" but not there "views". This is where he lacks the chutzpah to say what he really is attacking - their views. Now, like many Israelis, he's using the strawman arguement to make J Street defend themselves as being "pro-Israeli". Though truthfully, they may be more pro-Jewish then pro-Israeli.
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from the article: Response / On 'exorcising' Israel bashers from the Jewish mainstream