The pen is mightier than the sword. In this case The Gangster From Oregon has quite the potent weapon. He somehow milked the shit out of "LOSING" and is the only fighter to my knowledge that is able to use "losing" as a momentum to gain two title shots and this much media scrutiny.
Every fighter who loses a title fight (once/twice) usually falls into obscurity. His star power is shining brighter. He saw an opportunity in UFC 151 and ran with it. Somehow got himself a gig on TUF and title fight.
Gotta love show business.
Marcus Aurelius: Tell me again, Maximus, why are we here?
Maximus: For the glory of the Empire, sire.
Baked, not fried... the healthy choice.