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It seems to me the UFC is picking and choosing. They will pay for some people but they aren't going to over pay for someone. Around that time Rory also had a fight in Canada that he was the main event. If I had to guess the UFC didn't do well enough to see a reason to invest so much into Rory.
If Rory would have done amazing in Canada they probably would have fought to keep him just for that reason.
That & even more-so is Bellator has to pick & choose who they bid for.
A guy like Sterling never received a bid from Coker, so he signed for less than he hoped with UFC.
A decent amount of Bellators signings did not do that great. That hurts the possibility of other signings.
Coker does not have an open purse. This is not Strikeforce. Viacom is pretty stingy