Jordan Peterson fans are known as lobsters after a thing Peterson's been waffling about in support of his reactionary positions. Peterson had a thing where he says that lobsters prove that hierarchies are natural (and desirable) because lobsters are evolutionarily old, share some mechanisms with human (they too have neurotransmitter serotonin) and they dominate over each other. This is very bad reasoning actually, but it turns out that crows have contrariwise virtues and are nicer and it's easy to use them to mock the idea of lobsters proving this-or-that about human nature.

In other words, it definitely is a niche joke, but Peterson is the latest reactionary 'public intellectual' in part because he peddles Christian self-help stuff along with his reactionary ideas. Because the kind of alienated young white men who were previously big into New Atheism couldn't find much help of meaning in it, they were bound to have someone pick them up with someone promising to give it to them.