The problem for Covington is that he has developed heel heat in a legitimately dangerous market that the UFC can't so easily exploit.
The Chael Brazil thing was about top contender using that heat to create buzz with a superstar for a title fight, and he eventually parlayed that into a feud with a legend in Wanderlei when he was an established star.
But there is no clear path for Covington to capitalize on any infamy - is Covington vs RDA suddenly a megafight because of this? ' and he is far from Chael P. Sonnen. I give him credit for doubling down with that fake apology, but generally he is a moron with no charisma.
A halfwit, meathead nobody spouting off jingoist and borderline racist lines is not the same as the best promo guy ever doing it, and it could alienate an entire market by giving him a platform and possibly elicit violence.
If I am WME, I don't bank on this creating more benefits than problems as it could encourage other unoriginal US fighters to try the same routine. I threaten to fire Covington if he ever says anything like it again (under the flimsy pretext that 'filthy animals' constitutes a racial slur). Too much overall risk to the brand in a major market to be hitching the wagon to a dipshit like Covington.