I don't know that it has anything to do with cowardice... I think that she calls those people out because they're in sports or occupations that are more famous than MMA. So she's doing it so that people will say "UFC" and Lebron James in the same sentence. It makes a ton of sense as a marketing ploy. So, if that's why she's doing it, why would you say anything about ADCC? Let's get real here guys, even most MMA fans don't know what the ADCC championships are! You aren't going to get a PR rub from calling out Kyra Gracie.