What do you make of the Jordan Peterson phenomenon ?

I've watched quite a few of Peterson's Youtube videos and I still can't tell if he is genuinely trying to help according to the way he sees things or whether he is something else entirely.

If he is genuine one of the things that worries me about his '12 Rules for Life: An Antidote to Chaos' is that he is advising young people to become self-sacrificing, stoical beasts of burden in the service of the higher good. Many young people seem to have been enthused by this message perhaps without fully realizing just what it entails, which is to pick up your cross and struggle up the hill with it, for the rest of your days.

That is a very big ask and it would be no surprise if many people can't live up to it. So I am concerned that it may well turn out to be a case of Peterson holding out false hope to the drowning people (so to say) who in following him may find themselves being thrown an anvil rather than a lifebuoy.