He worked hard to promote HIMSELF, that was his end goal which is good for him. Like I said, it was not done as some service to his opponents. And, while it's great he achieved his financial success, it bares no relevance to him as a MMA fighter. Dismissing rematches that he won yet courting them because he lost is childish and his behavior of late shows no respect to the sport. You have to earn your keep in the UFC and him trying to jump the line ahead of a fighter on a 12 fight win streak shows his mentality.