This is my personal opinion: losing that 40 000 000 dollars is UFC's fault. They are the organization that puts this all together. Would they have lost all that money if they ran the card without their initial main event? No. But they still didn't go with the PPV because Ellenberger-Hieron wasn't even worthy of a main event. I've seen better fights on paper in the undercards. Jon did nothing wrong, he had a right to choose whether he wants to fight or not and the UFC shouldn't have been putting all that weight on Jones' shoulders.
Edit: You can make an argument that Jones is a champion and should face whoever they put in front of him. That is the case but not when his spent months preparing for someone else, it's for the title and you get the fight in a few days notice.