How is that a grift? He is not forcing anyone to do anything. He just sounds like any other opportunistic businessman to me. He is a qualified professor of psychology at a university with a P.H.D. His main selling point is helping young men improve their lives psychologically, which he is an expert on.
He does delve into other aspects and gained fame with identity politics, but his books and main focus are based on psychology, his area of expertise. Calling Belle Delphine a businesswoman and Jordan Peterson a grifter a pretty big leap.