I really enjoy Joe as a commentator and love his podcast and feel he is a pretty introspective person for the most part with some decent insights and a good ability to change his mind when presented with evidence conflicting with his existing beliefs (which, nowadays, seems to be a a REAL rarity)...Well, if joe organ said it, it must be true...
BUT
There are times when he lets business make him dishonest and he goes along to get along. I believe wholeheartedly that he was told by Lorenzo that if he helped push the completely BOGUS and SILLY myth of Ronda and help push Conor as hard as possible that he would be well taken care of when they sold the company. The sale, if you hadn't noticed, were well timed with the Ronda+Conor push that was a pretty big departure from previous UFC strategy. The UFC had a HORRIFIC 2014 that was the bottom of a crash that started after their best year ever in 2010. I think the brothers decided they needed to exit what they felt was not a stable ship so they POURED their resources into huge pushes for Ronda and Conor and even put together some semi-supercards so they could boost the UFC's growth short-term and exit. Which they accomplished much to WME's chagrin it seems at this early stage.
So Joe became very dishonest about Ronda when it was pretty obvious to anyone not brainwashed that she was lacking in a lot of areas and possessed a personality that usually does not succeed, long-term, in organized sports.