Maybee Dana should try not to throw his fighters Under the bus every time he talks.
That's not likely.
Obviously Dana knows GSP/Silva would draw more $$$ than any card in history. They could do another stadium show at Rogers Center, or any football arena in the USA and smash gate records, even after the UFC has arguably peaked (or at least plateaued) in sales.
GSP is his own man -- he isn't going to be pressured into moving up a division, or pressured into taking a fight that he doesn't want.
Plus, as people have mentioned, it's a no win for GSP. If he fights Hendricks, he's ducking Silva. If he fights Silva, he's ducking Hendricks. The guy can't win anymore.
To me, it's been pretty clear that GSP hasn't shown much interest in fighting Silva for years. I don't know why people (including Dana) think it will change now. If Silva finishes him (or 50-45s him -- or worse), the win is meaningless to Silva, and makes the WW division look bad. If GSP wins, it discredits the MW division. There's nothing good for this, except a huge payday for Dana. GSP doesn't need any more money, he makes more in sponsorships than what the UFC is paying him, so promising him a huge payday is pointless. He hasn't been interested in the fight since pretty much day #1, avoids the question in interviews, yet Dana still subtly throws GSP under the bus now and again, like he did here.
I get Dana is a promoter and wants to make the fights that will make his company the most $$$, but GSP deserves better. He a long-standing employee that has never turned down a fight within his division, and is constantly making the UFC more money when he fights than anyone else. White going out and making comments like this publicly really shows his true colours.