"No, we actually do research on these things, if you can believe it or not. Randy Couture coming back after all the stuff that had happened. He's one of the most popular fighters ever in UFC history. After Brock Lesnar's beating of Heath Herring, a lot of people are interested in Brock Lesnar now, not just WWE fans. But if you look at the amount of buzz and energy that will be created through this fight, when you really start breaking it down and looking at it, and the amount of WWE fans that probably would never watch a UFC that will that night to see if Brock Lesnar can beat Randy Couture. It's a big fight."
— UFC President Dana White when asked if it was his gut instinct that says UFC 91 will be the biggest pay-per-view in UFC history.
He could actually be right. White hinted that the UFC could be planning to market the upcoming heavyweight fights as part of a four-man "tournament" — a term he used several times in a media conference call to announce UFC 91.
The tournament would pit Couture against Brock Lesnar in a five-round heavyweight title fight at UFC 91 in November, followed in December by the previously scheduled five-round bout for the Interim Heavyweight Championship belt between "Minotauro" Noguiera and Frank Mir at UFC 92.
Then, sometime in 2009, the winners from the two fights would face one another to find out who the "real champion" (also a term White used multiple times) is.
White said that the promotion was already planning to shoot the "Countdown"-esque episodes to the UFC events as a three-part series. We could see a "wrestler vs. wrestler" campaign in the first preliminary match, followed by a "best submission wizard" on the other side of the bracket.
Either way, White's confident that UFC 91 is going to be friggin' huge. Bigger than UFC 66, it appears, which set a record that still stands to this day for MMA with more than 1 million PPV buys in 2006.