Fighters think it's about them. It's not. Give the UFC two months with ANY fighter, they can make him a household name. McGregor thinks HE is the reason UFC200 would be so big. Nope. He works hard but he's still sparring in gyms without the decades of work that Dana White and others put into it, to make it the monster media machine that it is today.
Athletes do this... they have a very short-term skillset and want to make their money, but get greedy with "why should he make so much? I deserve ten million". Look, a million for a fight is awesome. You were in high school goofing off while Dana White was making deals and working his butt off building the UFC.
Good to see they called his bluff. He could have made a million bucks to fight for 25 minutes (or less) and ten times that in endorsements. Fame went to his head. Let him retire, everyone will talk GSP or whatever new name in a few weeks, and the UFC will go on, the machine that it is.