A guy like Jake Shields was never going to carry a promotion on his back or move tickets, it wan't in him. But, he got to the level, for one night, and lost to one of the best, which in a way, is his crowning achievement.
After seemingly every UFC event, the winner of the main event is positioned as an all-time great. Most of the time it is undeserved, it isn't for Max Holloway.
The UFC seems dead set on promoting Greg Hardy. They shouldn't be and you shouldn't let them get away with it.
There was a time when the show was the UFC's crown jewel, their lone TV product and their biggest promotional tool. The first season of the Ultimate Fighter is almost solely responsible for how big the UFC has become. Now, it doesn't even serve a purpose, but it has kept plodding on.