The key thing to remember with all of the “No. 1 contender” talk with this show is the fact that the UFC has on numerous occasions in the past stated that a fight would determine the next title challenger only to change their minds after the night was over.
Jon Fitch was in a No. 1 contender’s bout against Thiago Alves at UFC 117 in 2010, but following his victory he never actually received the nod for a title shot.
That’s just one of many instances where a fighter or bout was intended to determine a No. 1 contender and eventually the UFC shifted gears after the fact.
Is Dana putting that "Winning isn't enough..." out there so he doesn't look like he's reneging if he doesn't give the winner a title shot?--like what happened to Fitch.