That's how you get "famous" though and make more money. It is a business after all and brand matters. Look at Masvidal, he was a dude that did no trash talking, then exploded once he opened his mouth and had a few victories in the row. You either have to be Fedor that just wins for 10 years straight, or you have to find a way to elicit some form of following. Same with Covington, he was about to get cut, even though he is a pretty good fighter, and his solution was to build a "bad guy" brand, an now everyone knows him. Its much easier to negotiate and get good fights when people know your brand/name.