Luke Thomas notes that the UFC promotional machine kinda failed to elevate the Jose Aldo v Frankie Edgar fight into legit superfight territory:

If you’re the UFC and you’re publicly wondering why some are suggesting a bout between Frankie Edgar and Jose Aldo isn’t a superfight just days prior to the bout, something probably could’ve been tweaked in the promotion leading up to the event.

I’m not suggesting the promotion of the fight was bad. I’m also not suggesting the event was a live gate or pay-per-view failure (we’ll have to wait on the numbers of the latter to be sure, though). We also have to give credit to the UFC for making such a spectacular bout happen in the first place. What I am suggesting is aside from its proximity to a FOX event, there didn’t appear to be any particularly special effort to promote what is and was a very, very special fight. The UFC prides itself on being experimental and aggressive. On balance, their business strategy reflects these attributes. But it’s also true portions of their promotional repertoire are in desperate need of innovation.

This is where the UFC’s finely tuned and well greased machine can actually be a detriment. They roll along at a breakneck pace pushing out one event after another. Is it any surprise that there isn’t much room for outside the box thinking and innovative risk taking?

Just look at how the Ronda Rousey / Liz Carmouche fight was promoted on Saturday. They didn’t even mention the fact that it was THE FIRST FEMALE FIGHT IN THE HISTORY OF THE UFC. Or the fact that Ronda Rousey was an Olympic medalist. Just small details. No big deal. Instead it was just another graphic overlay in the corner of the screen. Another stop on the UFC’s schedule.

But what can you expect from a company that still opens every show with the same tired black and white shots of fighters giving canned quotes followed by (sigh) Bring The Pain. At this point the UFC has a set routine that they have honed to perfection. But you can only do the exact same thing every time for so long before it starts to get old. Even new things like the Toronto Skydome show and outdoor Abu Dhabi events looked exactly the same as any other event.