As time goes by, Jones becomes more and more the living embodiment of the stereotypical cautionary tale of athletes who begin to believe their own hype with the more fame and success they obtain. Jones comes across here as all about the payday rather than a warrior's spirit and with the air of superiority, I think alienates fans.
He's an amazingly gifted fighter, but I fear that he has experienced "too much, too soon" and isn't mature enough to appropriately handle his situation with the necessary grace and insight. In turn, Jones often comes across as obnoxious and arrogant, a rich jock who is becoming increasingly difficult to root for. I don't like Jones' personality, I think he's becoming too much like Rocky Balboa in the first half of III, Tommy Gunn in V or even Steamin' Willie Beamen, or any number of ridiculously successful non-fictional athletes. Maybe it will take a Matt Serra fight to bring him back down to reality.
All that said, PR is a BIG part of this. He needs the appropriate training and protection of a management team who will teach him what not to say and how to come across, so he doesn't lose fans. Randy Couture and Forrest Griffin were longtime fan favourites based off of their public perceptions, while behind the scenes, where regarded as total pricks. I think a tighter control on his mainstream image at this juncture is paramount and the crafting of a fan-friendly image is part of that.
MY MMA RANKINGS
HW Cain JDS Werdum Cormier Barnett Bigfoot Overeem Mir Browne Nelson
LHW Jones Machida Evans Hendo Goose Teixeira Davis Shogun Mousasi Bader
MW ASilva Belfort Weidman Jacare Okami Rockhold Kennedy Consta Bisping Boetsch
WW GSP Hendricks Condit MacDonald Diaz Maia Fitch Kampmann Ellenberger Pyle
LW Bendo Alvarez Grant Melendez Thomson J.Miller Diaz Pettis Chandler dos Anjos Gray
FW Aldo Mendes Curran Lamas Frankie Zombie Cub Lentz Kawajiri Siver