Can't or won't?

I don't think they have that much faith in Cleverly. His level of opposition is that of a prospect not a "world" champion (and it would be fine if he was a prospect but he's not). They are trying to get as much mileage as possible out of the "world" champion tag until he's forced to fight a big name.

If he then pulls off the win they were geniuses. He if gets exposed then they gave him a good run.