I use Choose to Heel, but not exclusively. I use luring and use a leash to to guide into heel position for correctness. But, for sheer willingness and showing the dog it is up to them, I love the choose to heel method. Most of the foundation training for obedience behaviors I do off leash also. That is in the same vein as the choose to heel method.
I am always so happy when I get a chance to have the training building room to myself so that I can do choose to heel work.
Last week I got to do it. My pup is a year old and has been practicing his independence! He was investigating the other dogs in crates and I went across the room and started "heeling" by myself. He broke from the distractions and ran to get into heel position, bouncing along on his own. Very happy to see that!
Even though I don't use it exclusively, I think choose to heel is great to have in your toolbox!