I'm all about hard facts and numbers, so love him or hate him, but data analytics and social media illustrate our desire to see Jones return. In PPV points, Jones averaged 510,000 buys in his last three fights. DC averages half that for his last three bouts against Bones, Rumble, and Gustaffson. While DC is a friendly fighter face of UFC media, co-anchoring UFC Tonight, he doesn't have nearly the amount of social media impressions Jones does. DC is insular to the MMA and sports community, but Jones has a larger pop culture following. Whether we like to admit it, people are much more interested in the Jon Jones Circus surrounding his public implosion than we are Daniel Cormier's wrestling advocacy or charitable endeavors. Jon Jones dominates headlines when making simple life decisions, from moving to posting deadlift videos. DC -- not so much, unless it's in reference or retaliation to Jon Jones. MMA is not a popularity contest, but the UFC is. While the UFC attempts to corporatize like all other sports leagues before it, its promotional events are still monetized and compromised by fan interest. Jon Jones self destruction is the best thing for business in the UFC, along with potentially Ronda Rousey's comeback. People want polarizing figures because it creates drama and a mythology. The promotional dollars UFC put into promoting Jones' fights have transferred to the man himself. Those who've reveled in Jon Jones' fall from grace have proven to only grant him more fame and influence.
