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I think it is the build up. The aura of JDS has only increased as he has been undefeated and I believe that plays a huge factor. Just like when Lesnar was at his best, people were drooling about his physic and gorilla like GNP that he was a direct descendant of Vikings, remember that Sh*t Joe Rogan? Then he started losing and become let say smaller like a pussy cat. Mental image of a winning fighter has a lot to do with it.