I think this is a larger lesson in life and business. When you are as nice as Bendo and are always willing to play ball people just stop asking for your consent and assume you'll go along with whatever plans they've drawn up for you. The UFC wouldn't pull this shit with Jones because they know he's only looking out for himself (as we all should) and they know he would let the company collapse before putting himself at too great a risk.
In the end Bendo has to learn from this and start sticking for himself. He should have said "I would've fought Cowboy if you asked me to, but since you thought I wasn't important enough to ask I'm not fighting him". Or he should use this as a situation to get paid more. As a matter of fact if the UfC was anything resembling a fair company they would voluntarily give Bendo a nice bonus.