I his reign as FW boss.. He has only truly fought two names that most who are not die-hard mma fans, or practitioners, would recognize. Those are Faber (one fight was WEC and the other, in the very beginning of his current UFC reign) and Edgar (which should have garnered a rematch.. Hence creating a history between the two, which creates drama for the masses, etc.. Marketing/advertisement, gain exposure, and allow the non-Brazilian public to follow a man that they can't understand verbally). Yes, he has fought great fighters, one in which he will have fought twice very soon.. Mendes. But those other names are just not household names nor do those athletes have memorable personalities on camera that the general public soaks up and becomes fascinated with. If Aldo wants to get the payday up, he needs to go to 155.. Fight Cerrone, Diaz, Benson, Pettis and Melendez, def do a TUF NATIONS vs England or the USA, and a incentive clause on his contract in regards to performance, may help him. But if he plans to stay at 145, he needs to fight Mendes, fight Edgar again, get Pettis to come down to 150 catchweight fight, get Dillashaw to come up to 140 catchweight fight, or put the friendship aside and fight BJ.