I don't think Dana has done anything great for the company, but I think he's the ideal front man. He's brash, he says what he thinks and he's in your face. It's kind of exactly what the UFC is. Dana has made his mistakes and probably he could do with some revising his opinions beforehand, but that's what I like about him. If a media member asks him "Do you think X will get the next title shot?" he could easily answer "Yeah I think so" with something changing after the press conference. I prefer that over "We'll see".
Thanks to Ape for the sig.