If I had Spotify open and Peterson was pinned to my Home Screen in an office setting, I’d be embarrassed. It would be a strong signal of a lack of education that could harm my professional career.
And the the "tolerant" Left wonders why the Right is so upset at them, and the response globally is the election of strong pro-nationalist, "populist" candidates.
Why should someone walk around afraid of being seen associating with Joe Rogan or Jordan Peterson? They're certainly not promoting Jewish genocide, unlike others.
I never claimed to be tolerant ;) Listening to Rogan or Peterson are indicators that you might be into alternative medicine trash like horse dewormers and vagina rocks; or you might oppose public health policies, or gender care for people dissimilar to you. There's an entire universe of podcasts to listen to on every possible topic, and you choose to listen to the one that hosts quacks. That's not the kind of person I'm interested in supporting or associating with, hence the side-eye thing.
Or they simply see this as the indictment of American society that it is. People preoccupying themselves with such obvious, dim-witted charlatans can disgust anyone, regardless of their popularity.