Dana White's Ultimate Fighting Championship has come an awful long way in a short amount of time.
10 years, in sporting terms, is a blink. However, a lot can change in a decade - Manchester United were coming off the back of two back-to-back titles in 2009, for example.
UFC's changes have been more substantial than simply having a new superstar on top of the mountain. The company have stretched themselves to be taken seriously and it finally feels as though - in 2019 - they have become a legitimate money maker in the same vein as professional boxing.
In 2009, UFC were showcasing their talent in front of crowds of 17,000. In 2019, they just entertained 57,000 at Melbourne's Marvel Stadium.
That sort of mainstream explosion doesn't happen overnight. UFC have learned from their mistakes and made a fair amount of shrewd moves in cementing a future for the business that will (possibly) one day see them usurp boxing as the number one combat sport in town... if Dana White has anything to say about it.