"Hard wired" is a term to describe a concept of Pyscological Nativism and Innateness.
Used in cognitive development it describes how some aspects of behavior are present at birth and not learned behaviour. For example how babies can immediately recognise faces and do not have a fear of people.
Any fear that would come later would come from "bad experiences".
In the broader sense it can also include fixed or long term thinking of societal beliefs. It is also being studied to find out if mood disorders are innate or not. Why are some people more depressed on grey days vs sunny days. How much is psychosomatic and how much is innate. When he behaviour was learned - at what stage in brain development.
books.google.co.uk/books?hl=en&lr=&id=vELaRu_MrwoC&oi=fnd&pg=PR9&dq=rethinking+innateness&ots=yvd5W_gyX8&sig=xHSEZPH-rLFGbbwHEXxcYyiwWxc
Huge part of being a parent is around cognitive behaviors.
As a parent no matter how much try to influence behaviour traits are still there and society has it's own aspects which seem 'hardwired'. This is a much more loose definition than innate behaviors but from a child's naiave perspective "well all the other kids do this so it must be normal".
The reason why these guys write that stuff is because it actually works. To a degree. For him to be successful he just needs an appropriate victim. Some one who fits his target profile and does not know enough about psychology to see through him and his BS.
This is the same way cults and advertising work as well by understanding the basics of human behaviour and figuring out how to exploit our shortcomings.
As anyone who has ever tried to loose weight, save money, become mate motivated etc.... Will know that knowledge is not enough! Knowing how to eat well is not a magic pill for loosing weight. Habits, coping mechanisms and hard wired beliefs all come into play.
A guy who has a crappy attitude to women and sees them as prey to be controlled, manipulated and out smarted is on the abusive scale whether he is abusive or not. I would be very concerned if I found my son reading books on how to control & manipulate people.
Thankfull, so far he seems a very compassionate young man and wants to study science to make a difference in the world.