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All any organization cares about is fans. If you pay more for Fedor then he will bring in I can't imagine you will be around long. Not sure how MMA fans can't grasp the basics of running a successful business.
There is an air of legitimacy certain fighters can bring to an organization that doesn't exactly translate to immediate tangible value.
If Bellator signed GSP, Jones and Aldo, the legitimacy they would bring to the organization over the long term would be more valuable than just the number of fans that watched their particular fights.
Reputation and brand legitimacy mean a lot in business. Not sure how some MMA fans cant grasp this.