interesting - he has a team hire private investigators i bet
who cares about somone's background? it is a fight - we arent running for a public office and who even cares about that even
Mental warfare to make the opponent lose his cool (and gameplan) come fightnight, watch the buildup for the Jose Aldo-fight for example.
First you rattle him mentally (so he gets "gotten to"), then when it came to fight, Aldo was so furious with Conor that he threw the gameplan out the window and rushed him from the getgo wanting to KO him, playing right into Conors countergame.
It is also a part of the whole promotion, what gets many fans hyped.
He embraces playing the heel, it's what makes him good money.