Gelman tries to steal the concept "Frequentism" from simple minded frequentist statisticians.
His argument seems to be:
Simple minded frequentists statisticians perform a statistical procedure once - they do not think about performing the procedure many times.
They fall into this trap (from Gelman's paper):
"3. Researcher degrees of freedom without fishing: computing a single test based on the data, but in an environment where a different test would have been performed given different data"