Jones chose not to fight Daniel Cormier because he wasn't famous enough. Cormier just won the heavyweight tourny, but apparently it just didn't make any financial sense to fight him.
Jones also expressed that he didn't want to fight Machida again. because they garnered low PPV numbers the first time.
Winning fights isn't enough. Fitch is living proof. You need to give people a reason to want to see you fight, and there are a variety of ways to do that.
You can't really fault Chael for doing what he does.