The Folly of British "Soft Power"?

On our big-sibling site, Libertas, Drew Orum has a provocative analysis of British foreign policy and instruments such as The British Council. He suggests, amidst other media comment that "what British still has in spades is cultural power", that:

The Council's purpose is not to extend soft power; it is to build trust, engagement, and the genuine exchange of ideas. The alternative course of action would be to drop the emphasis on genuine engagement, a partnership of equals, and mutual benefit in favour of programmes "to make others follow your will".