I'd love to see figures on the return on investment, when you look at promotional outlay for Aldo or Barao [and their salaries] and compare that to rousey's numbers. That's what would actually be telling. Just randomly comparing the two outcomes doesn't mean anything at all, really.
One has to hope that they don't believe it, but are simply using it as a means to an end.
But we never really know, I guess.