It's called salesmanship and promotion and Dana is an expert.
Look out how much time and effort each one of us spends watching or discussing MMA and the guys that participate in the "sport".
None of them have important jobs compared to soldiers, teachers, policemen, firefighters or heck even the guy who pours your coffee. (I leave out politicians... because we'll I'm undecided on really how important their jobs are...).
OK, when's the next SUPA-FIGHT!!! ;)