maybe I'm just not understanding here... so what? is the manosphere stuff that the OP asked about also just a different consumer identity?
anyhow I don't have strong feelings about it, its not a huge movement thankfully IME, but I do think its more than just some online grift primarily directed at men, its a conservative reaction against feminism and I think the book makes a decent case for taking it seriously (in that modern feminism needs to be clear it's about liberation not just choice, to oversimplify a bit)