This is such a weird content piece from YC. Is this supposed to help us understand brand marketing? If so, I want to hear from people who have piloted the brand

This is such a weird content piece from YC. Is this supposed to help us understand brand marketing? If so, I want to hear from people who have piloted the brands of massively successful startups, not a guy who says he's head of a cult. Though I don't agree with or support self-help / Tim Ferris types personally, I'm open to the idea that this guy has some key insight into branding for startups, but this content doesn't really have any of that. I appreciate a hustler as much as anyone, but this guy doesn't stand out from your generic Tim Ferris / Gary Vee snake oil lifestyle sellers.