Yes, as he is someone who has studied psychology I believe Peterson is just cynically exploiting his audience. He knows how to speak in a way that people project their own ideals onto him, as you rightly say.This guy is a prime example of the typical JBP fan. JBP defenders project their beliefs into Jordan Peterson. As of now, no one can't really say what JBP believes because he always gives the same type of answer: "It depends of what you mean?"
It also reminds me of Ben Shapiro having conversations about "The importance of having conversations" which leads to nothing."
He speaks to a wide range of people, not because he speaks in broad truths, but precisely because he speaks vacuous vague nonsense that people can pull what they like out of.
It's sad that men are so desperate in the modern world that they latch on to this charlatan just because he tells them to tidy their room...