It all started with Conor. He started out as a joke hype train, a few people were saying he was the goat before he was even in the UFC. When he beat Brimage more people started joking maybe is is the goat. Some people trolled, some people said it sarcastically, some people really believed it, then when he turned out to be legit that validated all of them. Since then people have been doing the same thing, once some one starts a hype train about a new fighter they think will be the next big thing, everyone else jumps on too hoping they'll be right, then jump off when they're wrong. It's fun to root for some one, it's fun to annoy people with outlandish comments that this new guy will KO everyone, but once the fighter loses everyone usually jumps off.