Until October 2016, Jordan B. Peterson was a little-known psychology professor. Then, a few videos in which he championed “politically incorrect” ideas went viral – and he shot up to unforeseen fame and fortune. The content of his doubt-proof pronouncements on everything has subsequently attracted much attention. There may be, however, a more revealing take on his transformation into a celebrity reactionary (for the liberal intelligentsia) and motivation speaker (among angry, mostly white young men). It’s an angle that places style on par with substance.