McNugget makes money, only dedicated fans even know who Nurmegomegomedomoedeov is. When the entire business is based on getting people to buy events it's to be expected that the best entertainers will be favoured above all others.
This has always run true in the UFC, Sonnen was in fights that his talent didn't necessarily warrant on its own as a recent ish example.
You also had the 'three strikes and you're out' deal which was overlooked for people like Hardy who put in entertaining fights regardless.
They reached the watershed moment years ago now where they now need popular appeal to grow and can't rely solely on 'purebred' MMA fans.