Check out the build up to the Eubank Benn first fight. Eubank would never make eye contact. He wasn't scared, he just didn't want to be in a position where he would either have to fight or look a pussy because he knows he wont back down.
Fury did it with Haye.
Its a bit of that and a bit of mind games.
Also, its getting this fight massive exposure. Would you have made a thread dedicated to this press conference otherwise? All the Eubanks had to do was literally nothing and they are selling the fight better than warren can

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