I think James is smarter than Dirat (though it wouldn't be hard). The little scruff also really made a show of himself with that video to the essential worker. Comes across as a total prick. James is getting older as is his audience so to remain relatable and keep the cash cow rolling, he needs to mature with them if that makes sense. No 21yr old is gna be interested in the life of an online PT/Author(ish) in their mid thirties giving up alcohol, age gap and life narrative isn't relatable. It's also fairly common for men to hit a wall in their thirties and then they decide they actually want to grow up. He might be doing it arse ways with the second book topics but the tune is changing. So like any relationship, people grow with you or you distance. That's probably what we're witnessing here.