My first thought is that the photographer made Hendo stand on a 6-inch stool when taking his pic.
First thing I thought when I looked at the poster was 'Is Hendo above 6ft ????'
I think marketing is equally focused on non mma/fight fans because if this is the headliner a non/not regular fan is going to look and say the little guy is going to get smashed why bother.
For a still graphic I think it is good, but I think on the hype videos ufc should play up the height/size advantage of jones and his near (technically perfect)record juxtaposing Hendo knockout power.
It was funny to me when I opened this thread because the height of Hendo and how this poster would look with full body images made me laugh and think about how images can be not altered, and yet presented in way that is not accurate.