Normally, when you fight for an Ultimate Fighting Championship (UFC) title and get finished off in the process, you head to the back of the line, lick your wounds and work your way back up to the mountaintop.
Unless, of course, your name is Chael Sonnen.
"The American Gangster" will compete for the promotion's light heavyweight crown when he locks horns with reigning division champion Jon Jones next April, following their respective coaching gigs on the upcoming season of The Ultimate Fighter (TUF).
That frustrates perennial contender Michael Bisping (via ESPN.co.uk):
"I can understand it from a business perspective because Chael sells. But it's frustrating because I've been waiting my whole career for a title shot, and the guy's had three out of his last five fights be title fights. But I do understand and it'll be a great season of The Ultimate Fighter."
Will he take out his frustrations on Vitor Belfort in Brazil?
Sonnen (27-12) got two chances to dethrone middleweight kingpin Anderson Silva, but eventually succumbed to a "Spider" bite at UFC 117 and then again at UFC 148. Despite coming up short, he was still promoted to 205-pound number one contender because he satisfied two very important requirements.
1. He sells tickets.
2. He says "yes."
Fighting Jones is widely-considered a fool's errand; however, the ensuing ratings for TUF -- coupled with boku bucks generated from pay-per-view (PPV) buys -- makes this an opportunity that will bear fruit for all involved, assuming mixed martial arts (MMA) fans have embraced the suspension of disbelief.