What is Joe Rogan's concern about how MMA fights are currently being organized and promoted?

Joe Rogan expresses significant frustration with the current state of MMA fight planning, criticizing how promotional organizations prioritize commercial appeal over competitive integrity. He specifically objects to matchups being arranged based on their ability to "sell paper" (generate revenue through pay-per-view sales and ticket sales) rather than creating the most athletically meaningful or fair competitions. Rogan's concern highlights a fundamental tension in professional MMA between the sport's competitive aspect and its entertainment business model. He argues that genuine, merit-based matchups are being sacrificed for fights that may generate more buzz and revenue but don't necessarily represent the best sporting contests. This critique reflects broader issues within combat sports promotion, where financial considerations often override purely competitive factors in determining which fighters face each other and when.