He was definitely a wuss in the Dana thing, but in general I think he's just really good at playing the bad guy role in an effort to sell fights. There's no denying the success he's had in that area, his fights have done huge PPV numbers. People will obviously pay to watch the guy in hopes that he gets his ass kicked (which, to his credit as a fighter, doesn't happen very often). His being left out of the poster or whatever is less a business decision and more Dana being pissy about him ducking their stupid little boxing match.
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