Rashad Evans isn't popular and he got big fights
The only big fights he ever got before his title shot were Chuck Liddell and Tito Ortiz. But I agree that Rashad is not popular.
I guess I kinda feel like Rashad and Lyoto are similar in the sense that they were both fighting uphill battles for title shots. Neither were fan faverites, neither had much marketing behind them, but they refused to be ignored by, well, winning fights.
We don't really need to split hairs about deserving title shots in the UFC. Would Jackson have gotten his shot so quickly had he not already beaten Chuck? BJ Penn (no explanation needed).
I am not trying to preach that it is a horrible injustice to Machida, just pointing out my personal opinion about his skill level. I think he would beat anyone in the division, and, had the UFC wanted to market him as the next big thing and given him bigger fights, would have already won the belt. All I am saying is, they could have made it happen if they wanted to, but they didn't. Why? Because he isn't popular so I don't blame them. Business comes first.
All I am saying is that it isn't his fault he hasn't fought big names.