Because he's come up short, too short in the past. He got a title from an ageing Zab Judah and promptly lost it to Peterson, he then got another title shot against Garcia and lost that. To give credit to his handlers they have been trying to get him the mega payday fight with Pac or PBF, which they hope will get them some of their 'investment' back, but naturally there is zero public interest in that. So now as a last ditch he's hyping a fight with a 38 year old Cotto. He might as well settle for a career ending loss to Kell Brook as opposed to any of the above, at least the Brook supporters would get a crowd in.
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