Ah, but there's the rub. Jones was simply a replacement for an injured Rashad Evans. You don't think that Rua was approached about the idea of fighting Jones before it was announced on PPV? As for this 'champions must fight' malarkey, Anderson Silva has been staving off a rematch with Chael Sonnen for going on a year now. I'm aware that the fight is finally going to happen, but don't tell me champs have no pull.
Even if we remove that part of the equation, we can't ignore the fight with Dan Henderson. Shogun got absolutely stomped towards the beginning, didn't quit, gas, or tap to strikes, and rallied back to finish on top. So all of this talk of cowardice is bollocks. Granted, the bulk of that talk is coming from a keyboard warrior/absolute nobody who's likely never set foot in a gym, let alone a steel cage.
Sitting behind the safety of your keyboard and calling a man who bleeds for a living a coward. It's barely worth acknowledging.