I always thought he (knowingly) fudged the truth a bit to hype fights, but more and more I'm starting to think he actually believes the ridiculous, hype-inspired nonsense he spews. And, hence, is an idiot, not merely a marketeer.
Doesnt matter what was happening in a fight before the other guy gets knocked out in my opinion. Once your KO'd your at the mercy of your opponent regardless of how badly you were putting the hurt on him previous.
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