I didn't see it as a cheap publicity stunt. I seen it as a brilliant publicity stunt. We are all talking about this thing and we all watched the whole damn thing.

I think Dana said. "If I am gonna get my ass beat, I might as well get some advertising out of it".

Also as a business man I think the UFC partnership with Spike tv is brilliant. That is why they are packing the houses for every event they do, and have tons of sponserships. They are running their business well, and whether it was for publicity or not, you won't see Don King or Bob Arum getting in the ring with any of their pissed off former fighters.

But damn I would pay to see Don King in the ring with Mike Tyson, or ODH vs Bob Arum. There's some marketing that boxing could copy from......