Dana admitted that after they purchased the UFC they tried to groom the young Robbie Lawler as "Face of the franchise". But admittedly that failed because the sport is so unpredictable (diaz KO, tanner lose). That's why I've always been surprised they've tried to force feed Jones down our throats as the new face of the UFC. Anything can go wrong...a loss, DUI, etc. Figured Dana would have learned from past mistakes. Here's a link to the article