Jordan Peterson is not a draw to me. What’s not facile and obvious of what he says is moronic. However, I think this explains his appeal quite well:

Men who pay any attention are told they are the cause of all problems while the same people claim that men have no problems of their own. Furthermore, they are treated by nearly everyone — including those they are most attracted to — as disposable and worthless most of the time. The average man’s experience in the world is pretty terrible. Peterson at least acknowledges that and proposes some way to live with the knowledge that most people see you as a tool for their own ends.

I can see why that’s appealing to men who are otherwise completely invisible except to be told how contemptible they are.