I dont take pleasure in saying it but MMA most likely hit its ceiling a decade ago already. Basically 2009/10 with Brock or 2016 with Conor is as big as its gonna get. And right now its significantly smaller if anything. PPV numbers arent great, ratings arent great, anecdotally its pretty clear that the level of interest from not only casuals but also hardcores is not as high as it once was. You dont get bars filling out for cards anymore, most forums other than here and MMA Reddit are wastelands, probably 3/4 of the people I know that used to watch or train 10 years ago dont anymore. But Dana has to put a positive, hyperbolic spin on everything, thats his job.