Brock Lesnar is well on his way to becoming mixed martial arts' biggest name. As he showed in UFC 100, he's already its biggest jerk.
That's certainly good news for the UFC's bottom line, since fans of any sport love to hate a proper villain. It's not so good for the mainstream image of a sport that publicly claims it wants nothing to do with its heavyweight champion's pro wrestling-style theatrics in the main event at the league's landmark event Saturday night.
"That's not who Brock really is, and what he did out there is not real," UFC president Dana White said after the unflattering end to his league's otherwise successful weekend in its hometown. "You don't have to act like someone you're not. This isn't the WWE. I'm not trying to get someone to act all crazy so we'll do more pay-per-views. That's not what this sport is about."