I think marinebiology has a good point. As parents, we use a version of ABA pretty much every day.
But, when it comes to skills that are difficult or uncomfortable for autistics, that aren't really necessary to their lives, it's ridiculous to use it. And, for the most part, these seem to be the skills I hear talked about.
My son got so much happier once we let go of certain things. He'll tie his shoes in his own time. He only HAS to use his fork properly in a restaurant. It's no big deal if he eats his shirts or paces during recess. We work with him on sanitary issues (flushing, wiping and washing in the restroom) and things that get him teased (picking his nose). We do explain why we want him to work on the behavior and, not having that many other tools to work with, we reward him or penalize based on whatever system we feel could work for him.
I think for more autistic children, there is too much emphasis on verbalizing their needs. For some reason, this can be really stressful for certain children. ABA fails to take into account the cost v. benefit here, simply believing this is a skill that is "necessary."
What helps my son more than anything is identifying his stressors and adapting to his sensory needs. Eliminate the things that interfere with his ability to function, and most of the negatively perceived autistic like behaviors disappear, too.
My son's condition is only light Aspergers, so it's difficult for me to know where the lines need to be drawn for someone more severely affected. But, you can find blogs by autistics and the internet, and discover why they felt certain goals were really harmful to them. It's been interesting for us to read some.
We had our teacher conference for our son yesterday, and one skill the teacher had listed to work on was my son's perceived "stubborness." She's a first year teacher so I'm not surprised she perceives a few things incorrectly, but I explained to her why I have a difficult time using that word for a child like my son. He doesn't entract into a position because he wants it his way, he entracts because he can't see his way to the alternatives. If you lay that path out, he can often change his position. But, it's difficult for him to change paths. I didn't ask her to, but she quickly erased that word from her sheet
Perhaps this is the problem with ABA: it seems to assume the only reason compliance is lacking is stubborness. It does nothing to place a new and clear path in front of the child. It simply strives for a single result.
Does that make sense?