The thing with Diaz' attitude is it works both for and against him. He's an easy sell to hardcore fight fans, but his behaviour might not sit well with sponsors and new fans :-\ anyway bendo remains champ :-P
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I don't think it'd be a big deal, Chael spent two years talking shit about Anderson and he got sponsorships. Nate's a lot more level headed and much, much more likeable than Nick too and Nick's got sponsors.
As for new fans, well that works one of two ways, people get behind him or people wanna see him take an ass whipping, either way people will tune in.