I mean, I get all of my superhero blockbuster news out of fake editorials from Fortune. Don’t you?

Batman v Superman may be a considerable while off for now, but that doesn’t mean you can’t start your viral marketing machine up already. The faux-profile hosted on Fortune’s website began making the rounds yesterday evening, when Lex Luthor himself started up his own Twitter account to tweet out the link:

Because this is the world we live in, where fake comic book movie characters get their own social media accounts. God, I hope he starts tweeting about stealing cakes.

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The piece mainly covers Lex’s nature as a wunderkind who turned his father’s company—he’s Lex Luthor Jr. this time, rather than the son of Lionel Luthor as he was in the comics and other adaptations—into a global powerhouse. But there’s equally a lot of trying to remind you that this Lex is kooky and fun and relatable. He’s just like one of the guys! Except you know, eventually he’s going to be the villain:

This jeans-wearing genius is equally at ease rappelling the climbing wall in his employee “inspiration station” and coding in “the crucible”: the cutting-edge R & D lab where the baby-faced billionaire verbally extemporizes computer code like Miles Davis improvising a trumpet solo.

It’s hamfisted and fawning in all the right places, and does a pretty good job of making LexCorp sound like a sort of hip Silicon Valley startup, which works for Eisenberg’s younger Luthor.

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Although it touches on how Lex has crafted LexCorp into a huge company, the thrust is a few choice quotes ostensibly from Lex himself, mainly covering what appears to be his paranoia about mysterious threats that he wants LexCorp to help protect people from:

“It’s a necessity,” Luthor insists. “We live in the most dangerous point of time in all of human history. Statistically speaking, it’s a near certainty that another world-changing crisis is hurtling toward us like a speeding bullet. We have to be ready to defend ourselves. No civilization was ever conquered by having a strong military.”

When pressed, the youthful mogul will only hint. “It’s about safety. This is a product that will protect you, and everyone, from threats you don’t even know about yet. I don’t want to scare anybody… much. But there are a lot of threats out there, and they’re here today.”

That sounds an awful lot like he’s getting antsy about the presence of Superman. It’s not like we didn’t know that already—it’s easy enough to see in the trailers for the film that Lex is more than a little freaked out by a superhuman alien hanging around. But still, it’s fun—and really strange—to see tidbits for Batman v Superman to pop up like this. You can read the whole thing on Fortune’s website at the link below.

[Fortune]