This is why currently the UFC is more like WWE in that respect. They care more about the marketing then about the sport. No big league team sport would do this

This is why currently the UFC is more like WWE in that respect. They care more about the marketing then about the sport. No big league team sport would do this in a championship. The pairing of contestants has to happen in a predictable system that rewards skills within the sport itself. Unfortunately whenever this is mentioned, fanboys like to argue that it comes down to selling tickets etc., which is true unless you care about the sport and its integrity. As a martial artist I would much rather have an unpopular tournament that stays true to its core values for the sake of promoting the sport as an art form, even if this means that the champion will have the most boring style of fighting (in fact, if there ever is a champion that has a boring style that would indeed be interesting).