It kind of is a big deal, maybe not to Colton Smith but it is to the UFC, FX, and Harley-Davidson.
I dislike all of the sponsorship crap and the hypocrisy surrounding it. No fighter A you cannot wear that into the cage. But yes, we can put stickers and logos all over everything and run commercials every 2 minutes. We can even have a Burger King logo right smack dab in the middle of the octagon plus a Bud Light logo on the posts and then criticize Roy Nelson for being fat but you absolutely cannot wear that hat while you walk to the cage.
That being said, did you happen to watch TUF this season or in years past? Harley is a huge sponsor and I'm sure they probably coughed up a pretty penny and partially footed the bill for the production of the show. And they threw in a free bike. Dana and the UFC must have a contract with Harley, Dana wanted to make sure that their sponsor, Harley, was satisfied.
I was watching the fight as Smith bounced around and said hello to everyone while the guy was talking and I was thinking, man, you better pay attention to that guy, he is paying part of your salary.
To me - not a big deal. To the UFC and Harley - a big deal.