A lot of people think he was hand picking opponents and Dana was allowing it to build a star.
Look it's already happened in pride, at the time the largest promotion in he world look at the way the pushed wanderlei, and look how he stunk afterwards.
Sorry to be cliche but...
History repeats itself
Absolute power corrupts absolutely
Allowing a fighter to dictate who they fight is certainly in bad taste and poor sportsmanship, but it is not the same as fixing fights.