I believe Jon Jones has done an incredible job of marketing the fight vs Tom Aspinall by acting like he doesn't want the fight and it's pretty genius. He's created an incredible amount of interest by simply avoiding the idea of fighting Tom. Call it anti-marketing, reverse promoting whatever but Jon ducking Tom has made Tom into a star. More @Wikipedia
Hover over any link to get a description of the article. Please note that search keywords are sometimes hidden within the full article and don't appear in the description or title.