I think they're both getting into the hype aspect more, but I think there's still bad blood. Shamrock is a prideful dude and he took an ass battering the first time. It's hard to just smile and "play into it" after that for another one, although I'll admit he is more into character for this one because he's got a weekly TV outlet to do so. But I know Ken's publicist, I've interviewed Ken himself and talked to him privately a bunch - he does not like Tito Ortiz. So while he's playing into it and maybe he doesn't hate him legitimately as much as last time, everything branches off a real dislike he has for Ortiz.