Why do Sherbro's have such difficulty understanding basic business concepts? Gall, Northcutt and Vanzant are bigger draws than Stipe, Tyron and MM because people are more interested in seeing them fight over the others, so they generate more money for the UFC and are therefore paid and promoted more.
Has nothing to do with UFC picking and chosing who to turn into a star. Some people have star power and/or have come up under interesting circumstances so that people are interested in them. The UFC doesn't decide who's popular and who's not. That's on the fighters themselves and how they conduct themselves. They try to promote MM for example by building TUF seasons around him but people just don't give a shit. Pouring money into promoting MM is pouring money into the toilet. Some people just have "it" and some don't.