Let's be clear- Groves's fantastic showing the first time around is what sold that fight. British fans, and followers of the belt around the world, saw this as a momentous changing of the guard. Changing from Froch to Groves...

We kinda/srota "missed" the exchange from Eubank to Calzaghe. But we sure as hell didn't wanna miss it if Groves had magic, once again.

This is what selling a fighter is. Froch let him into the first fight, but it was able to set up a second fight, of epic proportions, and have possibly put Groves in a situation to make heaps of cash from anyone else he fights from here on in- win, lose or draw.