It's the same as Matt Mitrione, he was on the show and got fed some weak opposition so the UFC could market him as a legitimate star.
TUF is a godsend for the UFC. They can popularize fighters that no one would otherwise care about, and if it starts to show that they aren't high caliber talent, they will feed them a string of Chris Copes and Luis Ramoses so that people will buy into their story again.
Kenny Florian, Forrest Griffin, Michael Bispbing, and many other TUF alumni were given a string of low level competition whenever they lost a fight. Matt Brown was given the same treatment. He was given a path that would most easily lead to the top ten, and people are eating it up.
When Matt Brown loses to Lawler, he'll get some undercard nobodies to hype him back up again, and then you'll start hearing about how he deserves a title shot and all this nonsense.
Also, I don't like to watch skilless brawlers fight other skilless brawlers. Matt Brown does nothing for me.