The difference between the two, IMO, is that AS' clowning around often results in the complete match getting stagnated every time it doesn't plan out, like he wants it to do. It's kinda like flopping for BJJ guys. Like Werdum refusing to engage in many instances against Overeem and Reem not following him to the ground when he flopped to his back.
You can't expect an opponent to go into your comfort zone out of his own free will. You gotta force him there, it's a fight, force is what's required. Sure if it works and your opponent is tricked into playing mind games, it's a good strategy. But if you know it's not working, your job is still to fight, so try something else, don't stalemate the shit out of the match and practically refuse to fight.
When McGregor taunts he still is actively bringing the offense, he is forcing his comfort zone onto his opponent. Which gives us constant action and a fight people love to see. And a fighter who is actually proving he is a better fighter, not one who is better at stalemating to the end of the match with a few points scrambled up to get that W.