Mr. Dana White, ever the shrewd businessman and promoter, has always protected his investments whenever he could. Both Khabib and GSP seem to genuinely want to fight each other, but does such a fight serve the interest of the UFC and Dana White ? GSP - 36 years old - Has already peaked - Is at the twilight of his career - Refuses to engage in unfavorable matchups, and serve as a sacrificial lamb to hype some new prospect - He will significantly boost PPV sales, but MMA is already very well established in his native country of Canada Khabib - 30 years old - Emerging PPV star - Is at the peak of his career - Undefeated, which adds to his mystique and is essential to his marketability - Is a gateway to the mostly untapped market of Russia, and is more importantly a talisman for the whole Arabic / Islamic world. The business prospects that Khabib can provide for the UFC are immense. If GSP beats Khabib, Dana White will have jeopardized a potentially huge cash cow in Khabib, while not gaining much from a GSP win. This is exactly why this fight has not been made yet, and GSP went all-in with retirement play. When Dana White protects someone like Brock Lesnar or Conor McGregor, everyone loses their mind. When it's Khabib being protected by his promoter, suddenly no one has a problem anymore with Dana's tactics.