Coker's going to come out looking bad in this situation imo.
I'm by no means a business/media expert but yeah he could look pretty bad - so could Bjorn.
Bjorn is making things happen and he has some awesome fighters, but by making these ideas so public before he's even met with Coker put's all the heat on Coker, I'm not sure who this is good or bad for, Coker is making it out to be a publicity stunt.
Hopefully they'll squabble for a while, then all their fighters will get fed up and go to the UFC, then Bjorn and Coker can work for the UFC in some way. There should be nothing to stop the best fighters from around the planet competing with each other, and the UFC is too far ahead to be overtaken now.