I think Dana is still a bit upset about Hendo not disclosing his knee injury and Machida not taking the fight with Jones on short notice. He's very fond of telling fighters not to pass up title shots because you never know what's going to happen down the line. This is Dana putting his money where his mouth is.
It's interesting to me that he's announcing this now though, it sure takes a lot of shimmer off UFC 157 knowing the Hendo/Machida fight isn't for the #1 contender spot.
How long before Pashak enters this thread and goes on a rant about what a terrible person Dana is?