So for me he is the largest gap between actual ability in the cage and outside hoopla that I can really think of.
I think he's kind of creation of the social media era - I don't know that its possible to create the hype around a guy like him absent the social media interest in his like accent, weird haircut, getting fat etc. Even in the days when promoters had to push this to you largely through network television they needed something a bit more in the actual fights to generate a hype train.
He's borderline elite in one aspect of MMA, which is back game, everywhere else he is either no more than journeyman level or even notably bad for a fighter at UFC level.