What are Joe Rogan's concerns about how UFC prioritizes commercial viability over fan-preferred matchups when organizing fights?

Joe Rogan expresses frustration with UFC's promotional strategy, pointing out the disconnect between what fans want to see and what the organization chooses to promote. He specifically notes that the fight order being arranged is not what he personally wants to see as a fan and analyst. The core issue Rogan identifies is that UFC prioritizes fights that will "sell paper" (generate revenue through pay-per-view sales and ticket sales) rather than creating the most anticipated or competitively interesting matchups. This business-first approach sometimes results in promotional decisions that don't align with what hardcore MMA fans consider the best possible fights. This highlights the ongoing tension in professional sports between commercial success and sporting merit, where entertainment value and marketability often take precedence over pure competitive considerations.