In response to Wise:
This is mostly for the fans, not the fighters.
A lot of new people watched TUF (Ultimate Fighter) and got really into it. These were new MMA fans.
So, they payed 40 dollars to watch 43 seconds and said: "Never again!"
You can't abandon a fan base like that, this is a good-will gesture to keep everyone excited and to keep them as fans. IF this fight is good, they will be more apt to buy/watch future PPVs.