This clips is taken from the Joe Rogan Experience podcast #788 with Brendan Schaub (https://youtu.be/zfmARkj0LeM), also available for download via iTunes & Stitcher (http://bit.ly/1VFFKCU).
http://podcasts.joerogan.net
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i think what louis ck does with his ticket sales and website might be an interesting analogue. you sell out a theatre you have to do this much press. if you dont do the press the artist makes more. that there is a maximum value to effort ratio that is being missed in the mcgregor press prep. also going into a fight unprepared is a bit different than a basketball game, just because it IS a hurt game… stuff and things.
If you look on my YouTube page there is a video titled "$100,000 this guy could beat your ass". The guy in that video fights at 170lbs, and he would literally destroy Conor McNuggets. Check it out, it's legit!