The UFC

It's an interesting case study because everyone talks about it now, 15 years later, maybe even more of like the play book. I think it was john mc keane who said, way back in the day, like it was human cock fighting rat. And i always pointed that too. It wasn't, hay, these guys are animals that go on to caseon just try to beat each other up. They're human beings that are sacrificing a lot training. They have families. They're tring to make money. The people that run the ufc can be difficult deal with. negotiating with the ufc is pretty brutal, i think, all the way from the top.