Cotto has used the middleweight strap as a bargaining position to secure a good payday against Canelo. Remember Canelo was arguing for a larger slice of the pie but Cotto holding a belt stops that card being used by Alvarez.

GGG has carried on earning and beating true middleweights so his career has not stalled. Cotto is making the most amount of money he can before he leaves the game. In this aspect he has not done anything out of the ordinary to maximise his income.