The UFC just lost a ton of money on UFC 151 and were looking for guys to step up and try and recoup some of that cost.
I think some people look at his like some rec sports thing were you can look out for #1 but the UFC is a buisiness and these guys are employee's. In peoples regular lives how many times does your boss ask you to do the company a favor and go above and beyond your regular duties or hours? I know personally it happens often and your know what most people step up and help out because that's how you get ahead in life. Maybe some fighters need a blue collar work ethic.
Marcus Aurelius: Tell me again, Maximus, why are we here?
Maximus: For the glory of the Empire, sire.
Baked, not fried... the healthy choice.