I think prior to Belal, and to a lesser degree Dariush, you would be right. I think the immense backlash to these two situations in particular is not because they have hardcore fans, but rather because this is a significant jump from the credible arguments the UFC used to make.
I know qualified is subjective, but even prior to Burns last night, there is no rational case for Colby's third title shot (off a win over #6) ahead of Belal (4 top 10 wins, 2 top 5 wins), without mentioning PPV draw.
The only half-hearted dogshit response the UFC could argue is that "Colby is #1 contender and, hey, we don't make the rankings". But then you have to make the Pavlovich fight over Stipe or make Izzy vs Rob III, so the UFC certainly doesn't want to commit to that position.
I would argue that if you cannot make a coherent case for someone without mentioning PPV sales, then it's not qualified or based on merit.