What a terrible fight. They have the guy who just made Cerrone look shot but is also a favorable stylistic matchup for Conor waiting there in Gaethje. If Cowboy somehow beats Conor, then you've got a shot fighter that you've just wasted a bump on. If Gaethje beats Conor, then you have a new title contender and can transfer the buzz on to a guy who can carry it. It's just awful matchmaking.
The takeaway, as usual, is that MMA fans collectively are pack of retards with the memories of goldfish and Dana is also a fucking moron who would still be teaching boxercise if it wasn't for his mafia family friends.