Big UFC fan here. However, I think they're going through a serious identity or marketing crisis. McGregor has no business being in this sport or any other for that matter. He's done enough bad crap out of the ring to be banned 5X over. But the sport has no superstars right now, IMO. And McGregor is one of those over the top, WWE type personalities. I think they're taking an "Any publicity is good publicity" approach right now.
In the early years, they had guys that stood out who they could market. Fighters like Tito Ortiz, Randy Couture, Chuck "Ice Man" Lidell, Anderson Silva, BJ Penn etc. They also started The Ultimate Fighter reality show, which was as real as a reality show could get. The first one culminated in what is still one of the most brutal and entertaining fights in the history of the sport between Forrest Griffin and Stephan Bonnar.
However, in recent years, I've lost a good bit of interest because I recognize almost no one on the cards anymore. And if Connor McGregor is the best you have to offer me, I'll pass. BTW, Dothan was instrumental in helping get this sport off the ground.
Film at 11:00.