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It's all in the timing.

UFC is at an all time high, PPV sales continue to climb and set records, it's becoming more mainstream than ever and much of this has to do with the efforts of the UFC (Dana White) to gain legitimacy for MMA as a spectator sport.

For those who have grown tired of the politics of boxing, it's new and exciting and there is a huge catalog of interesting fighters with unique back stories and maybe most importantly it's about as real as it gets. Prima Donna behavior and theatrics (barring Lesnar, who still seems to have one foot in the WWE) are virtually non-existent.