I know it's obvious to most reasonable people, but a whole lot of people don't take logic into account when deciding what their take on things is...Khabib and his family as well as his crew aren't unlike everyday people.
They aren't criminals, nor did they ever act like criminals, they acted like people who were encouraged to hype shit up for money and somehow managed to do just good enough a job of it all, that it ended up happening to fool a lot of fans and haters into thinking they are more/less than they really are.