If you were a fighter and were surrounded by goons in a lobby and you were being filmed, would you try and tough guy it out or would you back down like Artem?
Just for reference this happened to crazy horse in Pride. Wanderlei and Chute box pretty much jumped crazy horse. He got beat but kept his pride and gains some tough guy points.
Would Artem fighting back against all odds make him look like a bad ass despite catching a beating? I'm not judging his decision to not fight back, I'm just looking at things from a PR point of view.