I don't understand what NEOs value prop (other than "founders are Chinese!!!") is? LISK, ARK, RISE and others are all working on similar concepts (interoperable blockchains that support smart contracts written in mainstream programming languages).

They were so inept with their branding that it took some random guy posting on medium with basic UX/marketing "101" advice before they did anything about it.

Other than being "from China" (which, as we see right now can be a double-edged sword), what's so special about them?