The men who sell the world

Behold the male guru. He’s proud, he’s loud, and he’s here to change your life, for the price of some dollars and a big chunk your consciousness. Alchemising their outsize personalities and the door-kicking affordances of the Internet, these self-styled paragons of betterment have come to dominate the discourse around contemporary masculinity and desirability in recent years. There’s a method to their madness and it seems to be woking. The question is, why?