Like Cowboy Cerrone, Cub Swanson recently successfully headlined a UFC Fight Night, in this case, Swanson vs. Stephens. Putting on a fantastic showcase of martial arts in the main event, Swanson was asked about a title shot after the fight, and replied simply "I don't beg." In other words, he's not a talker, not a crazy self-promoter, he's not going to go all Chael Sonnen, and probably doesn't even hit Cowboy levels - but that's okay. There's nothing wrong with being a stoic fighter in the world of martial arts - hell, there's an entire culture of stoic fighters, meditation, honour and respect tied in with multiple fighting disciplines - so if anything, the UFC should play that up a little. Show Swanson as a talented, humble but successful fighter biding his time and patiently waiting for his turn in the spotlight. Georges St. Pierre was the biggest MMA superstar the UFC has had, at least worldwide (Lesnar was generally bigger in the U.S.), and he was the most soft-spoken, humble, respectful guy around. You don't have to be brash to be popular, but you need the promotion behind you.