He won't call it a religion, but that's what it functionally is. That's why men are attracted to his lectures. It's a men's rights movement. He's teaching postindustrial men how to be heroic, and that's based largely on his implicit social Darwinism, on his issuing of prescriptions on the basis of evolutionary psychological assumptions. We evolved, we're subject to dominance hierarchies, therefore we should strive to dominate. It's a men's self-help movement he's cashing in on.