Cain Velesquez wasn't the guy. He's not a star. He doesn't have a star's personality. If you take away his pride of being a first generation Mexican-American, you're left with a boring fighter who's monotone in two different languages. Following Junior Dos Santo's amazing KO finish of Velesquez, UFC fans are left with a few questions.

1) Why was the UFC trying to sell Cain as 'the guy' to fans?
2) How does the UFC benefit from Cain becoming 'the guy'?

And lastly:
3) What do they do now that it's obvious he's not 'the guy'?

1) Why was the UFC trying to sell Cain as 'the guy' to fans?

First off, if you don't think the UFC was trying to shove Cain Velesquez down your throat, you must have been living under a rock. On UFC on Fox's Pre-show, Joe Rogan actually said, "Cain Velesquez is a perfect fighter." Ugh. Now don't get me wrong, Cain is a great fighter, but he's far from perfect. His striking defense was exposed in his battle with Kongo, and he had trouble knocking out fighters after throwing hundreds of punches at them, e.g., Ben Rothwell, Brock Lesnar. Velesquez had to punch both men dozens of time to earn a TKO. Both were on their feet soon after.

Even if you do think Cain is a 'perfect fighter' like Mr. Rogan does, he wasn't that night. Cain was coming off a huge injury that made him anything but perfect. The UFC should have been cautious with their 'perfect' shit.

The UFC also marketed Cain as the first Mexican heavyweight champion (I assume they mean Mexican-American champion). All hardcores know Ricco Rodriguez also has Mexican heritage. So why was the UFC so amped on Cain that they were willing to play the spin game?

Answer #1 & 2: Cain Velesquez would have made them a shit load of money.
The key demographic for any one trying to make money in the entertainment business is Males, 18-34, with disposable income. These dudes spend cash. The UFC is growing leaps and bounds. The numbers show white and black males have no problem leaving boxing behind to watch the UFC. But Hispanic males have not.

The Hispanic market is also growing leaps and bounds. With a Hispanic champion, the UFC could have brought a lot more fans over. Fights aren't fixed, though. The UFC had to pray for a Velesquez win. Unfortunately, Dos Santos had other plans.

So what do they do now? Do they heavily market Junior Dos Santos? Do they heavily push Cain's comeback? Does the casual fan even give a shit? The answer is no.

The fans don't care who the UFC markets, because you can't choose a star. You can't choose 'the guy.' Stars have interesting personalities. They are good with a microphone. They are good in an out of the octagon. They have a unique appearance and can cross-over. They had it with Chuck Liddell and they have it with Brock Lesnar. In my opinion they also have it with Chael Sonnen, but need to do more.

Side note: Wasn't it crazy that they didn't do any type of promotion for Sonnen vs. Stann? In my opinion, give Sonnen a fucking microphone and let him speak. Hate him or love him, he brings it.

Answer #3: What does the UFC do now? Let the fans choose 'the guy.'

The UFC needs to invest in their fighters, financially and emotionally, but they can't bank on one guy to be their savior. Dos Santos proved with one punch, all their marketing plans can go to shit. I hope the UFC learns from this experience and markets the fighters in a more natural way. They've got hundreds of guys on their roster. You're telling me not one of them has charisma and talent. Even if there isn't one guy, pay them to get more charismatic.

Instead of marketing fighters as 'perfect' (because there's no such thing), market their personalities, life stories, talents in and out of the octagon. The UFC needs to let their fans vote on who 'the guy' is. How do they let them vote? Not with some stupid internet poll or text during a fight. Let them vote with their wallets.