The crazy thing is Dana slept on the market for Khabib for too long using similar claims as those brought on Belal, only to beg him to unretire for a year once he realized he missed out. Belal has a pretty good following already, and given his dedication and outspokenness to religion and fighting as well, if he ever claims the belt I expect his following to balloon in that same way, albeit at a smaller scale.

And if anyone including the UFC thinks Colby is a better investment for buys, his main rival Jorge already retired with Usman right behind him, and his shitck will stop selling as soon as his winning does, the same it has for anyone with a shitck before.