More fighters need to be like the guys mentioned. Look at Chael Sonnen before the Marquardt and Anderson fights. He was basically seen as a grinding wrestler.
Then he starts talking trash and has a small gimmick, and everyone is blowing up about him and caring more. That made him a star.
Now look at guys like Rick Story, Jake Ellenberger, Johny Hendricks about 3 or 4 years ago. They were all basically the same, nothing real different about them, and could be seen as interchangeable. That is not good for business.
Some people probably don't want to admit it, but MMA, specifically UFC, is sports entertainment. Unless you're an exceptional, once in a lifetime fight like GSP, Anderson, or Jones, you need to differentiate yourself from others to get ahead and make more money. Not only for yourself, but the company.