When UFC Matchmaker Chael Sonnen matched himself with Rashad Evans last week, there were just a few slight problems: the matchmaking took place over the fighters’ personal Twitter feeds, this may or may not have been cleared in advance by UFC management, Chael Sonnen is not actually a UFC Matchmaker, and the proposed date and event number could not be confirmed. Other than that, nothing seemed amiss, and the matchup seemed to have an extremely good chance of actually happening—a greater chance, for example, than any fight involving Ken Shamrock or War Machine would have. It was a sure enough thing that Sonnen had a poster designed in advance.

So it was no surprise when official word came during Wednesday’s pre-fight show that Rashad Evans and Chael Sonnen will indeed fight at UFC 167, the UFC’s 20th anniversary event, this November. How much of the motivation to call out Evans came from Sonnen, and how much came from the UFC wanting to float a trial balloon or build hype through linking Twitter with TV exposure? Is Sonnen really unafraid of blow darts? (I hear those things can really hurt.)

I am left feeling unsure about how all these Twitter beefs and callouts are generated. In the “puss u are” drama between Dana White and Tito Ortiz, they seem to genuinely enjoy going at it; on the other hand, the contrived feel of this Twitter callout with specific event info followed by an immediate fight announcement a week later seems transparently promotionally motivated. I guess there’s nothing technically wrong with using Twitter this way, but anyone who could find the time to use Twitter for this seriously needs to discover how many pictures of poop are tweeted. It’s an amazing world out there.

(Dick has been using his head for Fightlinker since 2011. He also uses it for sex [NSFW boobs].)