He's not turning it into EE, though.
The primetime British soaps that he worked on are known for being depressing, gritty & topical. They don't SORAS and recasting is much more of a rarity (and usually used for younger characters). They don't really focus on romance or comedy and the characters don't have a lot of money - they all have jobs like Sharon & Noah.
Anyway, I've been watching Y&R since 2009 (although, I have read up a lot and watched quite a few things), so I don't have the same experience as you all. But, yeah, maybe Mal Young's experience from the UK to the US is not a great match given how different the markets are. I just know that he has a lot in him, and I can see why he'd like an actress like GT. The twitter stuff is puzzling, though, especially from a guy that has so much experience in producing soaps prior to the social networking age.