Well, at least we found something we can agree on...although I'm still in doubt about the veracity of Dana "Honest Abe" White's comments, that you purport to have been published in the Boston Globe, through a link on a MMA website.
As for your statement that Xyience can "afford to pay Chuck lots" because of their "incredible exposure", all you have done is concede that they are SPENDING a fortune on advertising and sponsorship of the UFC and on Chuck. Sure MMA has a bigger audience than hardcore bodybuilding, but definitely NOT a bigger audience than the fitness world in general. Call me crazy, but the number of people impressed enough by the look and physique and fighting ability of Chuck Lidell to go out and buy a product in no way compares to the number of people impressed enough by the look and physique of a Milos Sarcev or Gunter Schlierkamp to go out and buy a protein powder or fitness drink. So answer the big question: Absent stupidity, what would possibly motivate someone to buy Xyience supplements other than the fact that they see the name plastered on the UFC shows every three seconds??
I think you (and Xyience) vastly overestimate the appeal of MMA as anything other than a spectacle akin to a boxing match. The missing link, like boxing, is the results. No one believes that a supplement can make you tougher or a better fighter, so what does supplementation have to do with MMA? Bodybuilders are an obvious choice because people ASPIRE to LOOK BETTER. You know, a six pack and all that crap.
And again, I ask you to explain how Chuck's six-figure (according to you) supplement deal and his $300,000 fight purses, equal $2.7 Million. It's your quote, so YOU'RE THE ONE WHO HAS TO BACK IT UP. You don't need sources -- common sense will do. Just make it add up for us.
Special "CPA" Ed