Promoters make stars, simple as that.

Who is to say that in 2 years we don't see something completley unimaginable like Khan beat an over the hill Floyd? Prob will never happen, but you never know, suddenly then Khan is PFP #1 and fans around the world are waiting to see him fight Cotto who has now grown into an unstoppable force.

Anything can happen and the promoters will twist and turn to make things look rosey.