It is definitely used as a tool I guess by promoters, as are belts, fake beefs etc to increase sales.
Who was that Danish heavyweight (Neilson I think) that was like 40 something and 0.
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A parallel can be made with some team sports. If anyone follows college football here, you'll know what I'm talking about. Every year some XYZ University will finish undefeated and fans will try and stake a claim to being #1. Unfortunately, some of these teams fatten up on totally inferior competition, sometimes driven by the conference they're in. If you spend your entire season beating up on the North Dakota Universities of the world, your zero actually doesn't mean much.
When we talk about the '0' we're talking about the big time Charlie who's an amateur star, promoted up to the hilt and in our faces from day dot, especially now right?
In that scenario the 0 is absolutely important. Selling a fighter aside, no one wants to get their man beaten early doors, get him pushed no doubt, but beaten. There has to be something worth being beaten for.
As already mentioned there is a shelf life to this 0 lark and a point at which it has to become a case of how good you are rather than how well you've been matched.