Ultimate Fighting Championship (UFC) light heavyweight titleholder Jon Jones is one of the most marketable fighters in all of mixed martial arts (MMA).
He's young, charismatic and above all else, he's pretty good at this fighting thing; breaking the longstanding UFC record for most title defenses in the 205-pound division with six.
Yet "Bones" doesn't really feel the love from the UFC marketing machine, telling Bloody Elbow that he doesn't feel like he's being pushed as much as other fighters.
Namely, women's bantamweight champion Ronda Rousey.
Part of the reason is he and his employer don't always see eye to eye on everything, which is why Jones makes sure he pushes himself the best way he can.
"We don't always see eye to eye with the UFC, so I don't know if they are always necessarily pushing me and whether that's a smart idea on their end or not, who knows? I do know that they are pushing Ronda Rousey really hard, and she's gotten a lot of great opportunities. I don't know what they're going to do, but I'm pushing myself all the time so, I'm not really worried."
Indeed, Rousey has reaped the benefits that comes with being pushed by the world's preeminent MMA organization, garnering roles in major blockbuster movies such as "The Expendables 3" and "Fast and Furious 7" and more recently "Entourage" and "Athena Project."
Nevertheless, Jones says the fact that he stands up for himself and doesn't say, "how high" when UFC says, "jump" -- as evidenced by the whole UFC 151 debacle -- might play a part in his relationship with the ZUFFA-owned promotion.
"I know that I'm a lot different from some of the guys from the past. Guys like Chuck Liddell, and guys like Matt Hughes that would just get up and do anything, anytime, and never voice their opinion. I'm trying to change a lot of things in the game. Making sure the fighters are being respected, making sure our own brands are being respected, things like that. We just don't always see eye to eye on everything, either way it works out."
Jones will next take on Glover Teixeira at UFC 172 on April 26, 2014, in Baltimore, Maryland. A fight that will mark the champ's eighth headlining bout.
Should he defeat Glover and earn his seventh straight title defense, maybe "Bones" will then start getting a little more push from the monster hype machine that is UFC.
Or do you think he gets enough already?