That is a bad business move unless Rory actually wants to fight GSP. If he doesn't, all they did was knock off a #1 contender if Rory wins, or destroy a huge up and comer if Hendricks wins.
Rory and GSP may be friends, but the world still goes around. If they both want the same thing, one of them must step down. Good fights and legit rankings are more important to me than their friendship.