There is no other Fedor's, Matt got subbed twice in rapid fashion by the same guy and owned by Penn in their last meeting. No one has that claim with Fedor. He's been rocked but that's about it. They shouldn't and can't be compared.
While you compare undercards they did have gsp vs penn and swick but other than that no one outside of diehard mma fans know the other guys. All you need is Royce's name and it's going to outsell that. Swick was also on that 60 card with Royce. Like i said Matt's been around longer in the UFC so he's more known but he won't last longer than Rich as you'll see soon. And Rich has a better look to appeal to new audiences and a story behind him (being a teacher) which is more marketable. Rich will be their poster boy, he just needs more competition other than Silva.