There's also something to be said of the inherent narcissism of the influencer economy? Like, I prefer my video essayists to have more of a burned-out academic vibe so CJ has been adjacent to but not on my radar. That being said, having a very distinct aesthetic is pretty common in the space because having a hook is what brings in eyeballs and thus patreon subs or superchats or whatever else turns that into an actual career. I would sooner assume he's using a similar strategy to manipulate viewers into clicking his face rather than that he's actively following the PUA playbook.
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