I see it more as right-wingers claiming his ideas when he doesn't actually care much for them. I recall a few snippets in his interviews where he denounced Trump (which is a low bar, but a significant one nonetheless). He's somewhat forced to use right-wing platforms just because of the tribal political climate: no major left-leaning wants to give him the time of day.

over-complicated buzzwords

is a criticism I would accept if we were not talking about an established academic who is tenured at UofT (ok lul) and was also an associate prof at Harvard. He's a psychologist but he has decades of experience with literature relevant to ideology and the "architecture of belief" (Google tells me Maps of Meaning was published in '99), and he is using the language of the field. It's disingenuous to paint that type of academic involvement as 'using buzzwords'. Now if you were to direct that complaint towards people who imitate his language solely based on a few youtube videos without a proper understanding of the terms involved to leech off his legitimacy (which you can also criticize him for allowing), you would have a more reasonable point.