it's an act and it is paying off. we've known it was an act since after the Maia fight. His team said Colby explained as much to them afterwards.
"The two went to the medical room together, Colby also got hurt, cut himself, and there he talked to me: 'I hope you know it's just a character, it's just marketing, to sell. I chose this and I need it to promote me. I respect Demian a lot, he's a legend, it was a very hard fight, I'm a fan of him, I'm a grappler too, I follow his career, he was a warrior, and please tell him I'm a fan of him and that's jsut a character"
.....
morons are giving Colby exactly what he wants. good on him