Everyone is taking this guy WAY to seriously. This is standard promoter hype. Of course he hypes his fighters, just like UFC will hype theirs. This is good for the fans except for the WWE multiple ring/octagon idea.
Take it for what it is...a guy trying to get people interested in his product and sell tickets and PPV buys.
I think there will definitely be a quasi-merge between UFC and PRIDE. All this cross promotion stuff absolutley does not happen between true rivals.