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That's exactly the problem, Rockhold is a top ten guy whose fought the likes of Vitor and Jacare, he was the former SF Champ, so why do fans not know him? UFC can't promote the fighters anymore and boxing is.
Fans don't know him because most fans never watched Strikeforce nor care about it. The UFC tried to promote him big in his first fight even giving him main event status but he lost that fight so he and the UFC lost all traction. Had he of beaten Belfort it would be a different story but instead most regular fans just figured he was yet another overrated fighter from some other organization that can't cut it in the UFC...
He had a good win against Phillipou again as a main event(unfortunately a weak card that many average fans didn't bother to watch though) but that isn't enough to sell to fans and it will probably still take a another couple of fights to really turn him into a draw(if he can keep winning).
My main point is the UFC could do a little better at supporting some of their fighters but those fighters need to do their part and win fights in order for them to become stars and gain drawing power.