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They've pegged Lebron James as that since before he ever set foot on an NBA court. It was a mass-media plan. They wanted the next Michael Jordan, and they decided they would hype him as that.
It was huge for them. Ultimately though, he doesn't fit the bill. The "next _____" has to happen naturally. Trying to force something like that on everyone is like fitting a square peg into a round hole
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