The stage darkens, smoke pours out of an opening on the catwalk as bright blue lights franticly converge on a point. A man dips his head as he appears over the oddly low ramp, and jogs onto the stage.

That's YT Jia, LeEco's founder and CEO. He runs the LeEmpire (sorry), and his entrance was preceded by a video montage that included his face peering out of a wall of fire and sparks. To say that LeEco practices hero worship of its creator would not be a stretch - I have a feeling there's something approaching a cult of personality around this man in the company.

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