Its not like the UFC is trying to be a bunch of assholes. Its just smart advertising. If they say "Chuck is only the 2nd best fighter in the world, Wanderlei is the first and he fights in PRIDE" then who the hell is gonna watch UFC anymore? People don't want to watch the 2nd best fighter they want to watch the best. Same thing applies to Cro Cop and Fedor. UFC will never acknowledge Fedor as the best fighter because once fans here about him they'll just wanna watch PRIDE and the UFC will lose a buttload of money.