Yeah it does seem like they are resorting to tactics that aren't very honest. It is a little disappointing because they were at one point truly able to differentiate themselves from the UFC. Nowadays it seems like they are trying to resort to other methods to draw audience.
The fact that WME-IMG is the owners of the UFC now and that the UFC did a co-promotion with Mayweather productions which wasn't an option under the Fertittas. Dana White has had to let go of some of his control freak tendencies in order to make money for the investors.