Why did it become

The reasons one would want to do it aren't necessarily the reasons for the high frequency.

Fighters make those claims so frequently because the precedent has been fairly often set that it can be done. Dana entertains those ideas frequently, and often they have come to fruition. Therefore, fighters want to start pushing for it right away given two things, (1) It can and has been done, and (2) There are numerous benefits to being in that situation of a double title shot.
 
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