Lately it just seems like they throw out there the fight they think will sell the most, I know people will say "yes of course, it's a business" I feel like it takes away some it's legitimacy as true sport. Other sports leagues don't do this, whoever earns the right to fight or play for the championship is who plays. If the world series ends up being Milwaukee vs. Seattle that's who plays, even though the ratings would obviously be way better if it were the Yankees vs. the Dodgers. Etc... I would love to see the UFC take a more straight forward approach of giving the #1 contender the title shot, and just keep things rolling like that.