IIRC Jordan's name first became well known when he refused to use gender pronouns. I believe his argument was that it was compelled speech. Unlike most people he was able to articulate his thoughts extremely well and in turn teach others. This is what I think people really hate about him. He's giving good self help advice, peacefully opposing the woke mob, and refusing to back down.

If you haven't ever listened to it yet I suggest downloading Maps of Meaning. You can use a youtbue converter to easily get it. It's an interesting class he teaches covering all sorts of aspect of society and story telling.