Yeah, this whole murky area smacks to me of blatant fraud - get massive investment in a company you create, use the valuation to get personal loans against your stake in the company, then use those loans to buy real-estate which you lease back to the company.

Oh, and you keep personal ownership of 'We' as a trademark, so they have to lease that too.

And then, when it all starts to crumble, walk away with a multi-hundred-million dollar exit package.

I can't imagine how this guy still walks free and isn't being sued into the ground by investors.