That has been part of boxing for years. Not every fighter is in there to win, and I'm not just talking about 'dives.'
There was a guy that was state commissioner in the state I lived in before this one. He went to fight in another guy's hometown. The other guy was undefeated and on his way up (he ended up going too far up in weight and losing at LHW). The future commissioner was not supposed to win but, the evening of the fight, he held out for an extra $1500 (good money in the late 1960s), or he'd go out and try to win. he got the money.
"Selling" it has always been part of boxing.