In an era where it is common knowledge that grudge matches serve as pay-per-view promotion, UFC fans have become accustomed to manufactured grudges.
It is no longer a surprise to hear a fighter tell Joe Rogan, post-fight, that he has always respected the opponent he spent the last two months insulting at every public opportunity. Some fighters go so far as to admit all their trash-talking was designed to create hype and generate revenue.
So on the rare occasion we come across a genuine grudge, and not Zuffa-manufactured, like the one between Jon Jones and Rashad Evans, it is easy to tell the difference.
There is something awkward in the tension between Jones and Evans, something that can't be faked. It comes across the screen every time they are within spitting distance of each other.
The details of their feud are foggy, and they vary depending on whose version of events you're listening to.
One thing is for sure: the UFC is cashing in.