This is how it works, fighters try things in the regional scene and if it works they bring it to the UFC, not only fighting skills, promos and storylines too.
Conor was a double champ with Cage Warriors before signing with the UFC. Before the Conor era, the UFC was super reluctant to let anyone become double champ (Aldo), they had to give in to Conor not only because he could talk the talk, he had proof that it was a good way to make money.
I bet something similar happened here, IA tried that in the regionals and it generated good buzz so he did in the UFC in the highest profile fight he has ever had to give people something to talk about and remember (it worked).
MMA has its roots in entertainment.