The dirty little secret that UFC fans typically neglect to mention is that, outside of Rousey and now recently Conor's fights, buy rates for the sport have been tanking over the last 2 years.
I'd say generally speaking your right. Here's your last 10 years:
2005 averaged 158,000 buys (6 events)
2006 averaged 444,000 buys (12 events)
2007 averaged 383,000 buys (13 events)
2008 averaged 701,000 buys (13 events)
2009 averaged 579,000 buys (14 events)
2010 averaged 561,000 buys (16 events)
2011 averaged 405,000 buys (16 events)
2012 averaged 448,000 buys (14 events)
2013 averaged 441,000 buys (13 events)
2014 averaged 253,000 buys (14 events)
2015 averaged 595,00 buys (12 events) MacGregor/Aldo in there...
They've bounced back nicely and should continue to do so, but the big issue is that Dana has had a combination of guys retiring, guys getting hurt, guys going nuts, or guys just flat out getting clipped. And then it just kind of snowballed.
-Lidell stopped fighting
-Lesnar jumped to the WWE
-GSP is ostensibly finished fighting forever
-Silva got KO'd bad. Then broke his leg and was out.
-Jones did crack
Weidman was beginning to turn a corner as a draw, but he just lost to Rockhold. Rousey's absolutely a draw, but she got smoked by Holm. Aldo, Dillashaw and Johnson are maybe the sport's most talented guys - but they don't draw worth a . Then there's guys who would probably draw if there was anyone for them to actually fight... like Cain Velazquez... Cowboy has potential and that lightweight division is stacked with talent - but none of them outside of him are really marketable - and I think that's part of the reason Dana's so hot to trot on letting MacGregor move up. That whole division goes like 10 guys deep but no one draws a dime.
So a lot of things going on all at once, really. Dana's got no choice but to go for the short money because the long term build outs haven't worked.