That's his game. He's baiting them in for his counters. Similar to what Anderson Silva does. It's high risk (but high rewards) and makes them look like the asshole, but it works.
He may have been fucking around in the first 30 seconds, but after he saw that he couldn't drop this Yi Long, he was clearly throwing everything with full intentions. He still played his game of baiting and countering, that's just his game. You'd think Yi Long would gas out a lot more going crazy like that w/every combo but he kept charging all 3 rounds. When he was gassing the most in the 3rd, it looked sloppy and amateurish, but the Thai Champion still couldn't even drop him, let alone KO.
This fight was a big deal because there's huge rivalry between Asian nationalities especially Sanda vs. Muay Thai. And this Yi Long character is being touted as some Shaolin Monk hero and his camp is making challenges to Buakaw and such. I have no doubt that Sudsakorn came there with full intentions to knock him the fuck out in the FIRST ROUND with the grandest fashion to shut them all up, but failed. This sucker went 3 full rounds with the Thai Champion.