He’s building the hate amongst hardcores and people involved in the actual sport. If his next fight isn’t woodley, hes gonna be a free card main event or main card PPV at worst. It’s up to Dana and Co to market him correctly as a heel. If they do that successfully then once he wins that high profile fight you can bet he’s gonna have another outlandish post fight interview. The casuals that hate woodley will love him. The majority of casuals will hate him. Plenty of casuals will tune into Covington vs Woodley after his next win.