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They sort of already do tournaments. That is how they match the fighters up. You look at their offices during those countdown shows. They have it on the board internal tournaments. I think Dana explained it before. Things also changed when fighters started banding up for representation. So and So's guys will not fight each other.Tournaments are possibly the only thing the MMA fanbase has ever come close to agreeing on and yet for some reason the UFC refuses to do them.
The few times they have done them, the fans love it too... Makes no sense why they don't incorporate it from time to time when it makes sense. (Vacant belts, new divisions etc)