I honestly think that the UFC does whatever they can to build and uphold their reputation because it makes them money. Above all, the UFC is a business. In a capitalistic world, the ultimate goal of any company is to make money. I believe that the UFC views its fighters as commodities above all else. If a fighter has a "boring" fight they will shelf that fighter as much as possible because casual fans do not want to see "boring" fights. They don't sign great fighters and set up great fights just because they know we as fans want to see them, they do it because they know that we will pay to see them.
Chuck vs Wandy is a moneymaker and will secure profits for them in the long run no matter who wins. Like you said, it is win-win for the UFC. If Chuck wins he will gain his fans back and people will pay money just to see him fight again. If Wandy wins they have a new superstar who holds two wins over the current LHW champion. They will market the hell out of that fight if it ever happens. Hell even if Wandy loses he will be back, they can attribute his loss to "not being used to the octagon".
As for RH, I think that they are still sort of feeding him. If RH wins he will have gained some credibility in the eyes of us fans who know what caliber of fighter Guida is. If he loses, I am sure it will be an exciting war - Guida never puts on a dull show. Being part of a 3 round non stop action fight (which Guida always seems to produce) makes the fans want to pay to see you again, win or lose. I don't see RH losing much credibility either way in this fight, Guida is one tough dude.
Like I said before, the UFC is a business and they will do whatever they can to maximize profits. They do whatever they can to appease the masses because appealing to the masses is what makes them rich. If they really cared about the hardcore fans like most of us here are, they would sign fighters like Filho, Kang, Gomi, Fedor, etc and they wouldn't set up these "can" matches. None of us wanted to see RH vs Alberto Crane or AA vs Marcio Cruz but it was a smart marketing ploy by the UFC to build up those fighters so they can squeeze every cent possible out of their abilities. I wish it were all about the sport and the fighters but if it were this way the UFC would be bankrupt.
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