When Max Holloway pointed to the ground and invited Justin Gaethje to throw down in the final seconds of their UFC 300 fight, and ultimately produced one of the most jaw-dropping finishes in history, UFC CEO Dana White made a difficult choice.
The viral moment would undoubtedly end up posted by thousands of users across social media despite the UFC’s desire to sell an $80 pay-per-view. Within minutes, the UFC decided to post the clip on all of its channels ...