They claim that when they bought the company from SEG they instituted all the safety rules (gloves, no groin strikes, etc. etc.), the weight classes, the rounds, the referee and the ability for them to stop a fight, judges and decisions, getting sanctioned in New Jersey, running towards regulation whereas SEG ran away from regulation, getting it on PPV. That's just a few of the many lies UFC has been spreading to all the mainstream media outlets.
My take on it, as I said before in another thread - MMA die-hards need to quit bitching. Ok they're taking credit for shit they didn't do, so what?! The perception mainstream still needs to be changed, they need to be made aware that this is a legit sport and why. If they have to lie to get the message across, so what it's for the better of the sport. As this thing (MMA) gets bigger, there will be more people looking to take it down. They need to point out, any chance they get, how legit the sport is and why. Whatever the case, the approach they've taken have resulted in all the mainstream media outlets making a big deal about how Zuffa changed the sport for the better and legitimized it. Even if they aren't single-handedly responsible, the word is still getting out there - and no matter how you look at it that's a good thing.