It's due in large part to streaming. I happen to know quite a few "casuals" who were very interested in 226. And almost all of them were bragging about streaming the fight as opposed to buying it. I was going to buy it for the first time in a LONG time, but chose to watch it at one of said casuals house instead after the Holloway / Ortega fight fell through. We even talked about it during the fights, mentioning how pissed we would be if we were the UFC, at just how many people were streaming the fights instead of buying them.