If we focus on MMA and skip all the bullshit from JJ on the side:
Fought dirty in his first title defense and had Rampage wondering what the ref was up to, taking away focus from his opponent's gameplan
Fought his wrestler-boxer mentor in Rashad Evans and cut all ties with him, showed no respect etc,
Lost to Gus according to the vast majority
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And later Jones came up with the lamest of excuses "I fought at 80%" which fans dismissed and soon demanded Gus to be on the new UFC game cover
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Fought dirty against Glover because people now doubted him as the true champ, early on he tried to sneak in eye pokes to get an advantage,
In the rematch with Gus he went straight for a low blow which Gus said affected his whole leg, hitting the nerves of the groin. And after that wrestled as soon as he could,
Had to cheat against Anthony Smith, who was too earnest to take the DQ win after an insane illegal knee from a frustrated Jones,
Had a split decision with Thiago Santos, where a majority saw Santos as the winner. Close fight but of course JJ got the nod as per usual,
Lost to Dominick Reyes according to the vast majority
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Later said "Dominick, don't ever question me or the judges. Look at your own heart and endurance, what seperates us two...",
Took three whole years to feel secure enough for an eventual HW fight, and who knows what he did in this long lead-up,
Demanded to fight a retired and current firefighter to get himself a title defense at HW, instead of proving himself against the current elite of the division