Pavlik probably isn't going to get any better than he currently is. He's knows it too so he's looking at getting the biggest possible paydays out of what's left of his name. So what options has he got? Froch and Ward, who else? Nobody else who sells tickets and/or makes lots of TV money. And he knows he's got no chance against Ward and his best chance of getting back to big money is somehow beating Froch in a war. So that's why he's after a Froch fight.