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Brock for sure, but the popularity came from his past more so than UFC itself, but at the very least, ex-champ like Arlovski, Carwin, JDS and Velazquez got the push from UFC harder than Stipe is getting, even though Stipe is more successful at least in terms of win/lose goes.
Yeah Brock for sure, and for those reasons you stated. I agree with the UFC pushing some of those Heavyweights, but as far as "popularity" I'd say outside of this mma bubble none of those guys are really popular, even to some casual fans.