You simply don't understand the value of being in front of the camera PJ. Your example is way off base, not even relevant to the discussion. It would make sense if Franklin was going back down to $18k + $18k to win, (eg high paying exec back to internship position). But you're young and inexperienced so lets let you slide with that blunder for now.
Look at Chico Ortiz, hasn't won a meaningful fight in years, yet has been involved in record setting pay per views. It's not because he's so exciting or even because he was so much better than his competition, it's because they UFC pushed him, put his name out there, promoted the hell out of him and in turn, he began to command big money. One strong rumor is that he began dating Jenna so that he would be seen with her and his name would get even stronger. He didn't count on falling for the whore, (as you know you can't help who you fall in love with).