Why does it have to be about becoming a star?
Look at it in terms of name recognition, and you'll realize that a lot more people sure as hell recognize the name Colby Covington than before he started acting like a complete moron. Surely it's only going to increase his value in terms of what he brings to the table PPV wise, since his style of fighting is kind of restricted to quick level changes and double legs, followed by smothering top control. Not exactly the most aesthetic style, and certainly not memorable on it's own what-so-ever.
In short, he'd just be another American wrestler without a real face. Now he's the bigoted loud mouthed dude who hugs people to death and acts like he's deserving of a title shot off of less than stellar performances from time to time, gets into physical altercations with people he instigated upon and then runs to the police... Dude, it's gonna pay off for him. I can't help but to hate him already.