That's the thing. From what I've gathered, a lot of what he says is perfectly sensible, often age old philosophical advice. But that's how they get you. It's like Russia Today. They mix the lies with plenty of truth. If they only told lies, they would be far less convincing.
Of course, another thing Peterson does, is use expensive words to make himself sound smarter than he actually is. If you have a related degree or spend a little time on wikipedia, you'll notice he's often talking nonsense. But to the layman, Jordan sounds like he's a great intellectual. I don't think he's deliberately trying to scam his followers, I think he earnestly wants to help them. I'm willing to believe he means well. It's just that he's like a respected doctor who thinks he knows better than his lawyer and ends up getting himself convicted. He may be an expert in his field of expertise, but he clearly isn't outside that field. He often sounds like an overeducated idiot. There are plenty of those in academia, unfortunately.
If anything, I find it a damning indictment of society (and the media), that a run of the mill motivational speaker can become so popular.