I’m watching the UFC as I write these lines. Before my health went downhill, I was a martial arts student myself. I would never compare myself to real fighters like those in the octagon, but I shared the same passion for the sport—a passion that hasn’t faded, even with declining health.

Yesterday, there was a major MMA event in Germany called FNC (Fighting National Championship). It was heavily promoted across sports networks and looked very professional. The rules are the same as in the UFC, and I’m fairly sure the fighters are on a comparable level.

Still, I didn’t stick around to watch the full FNC event, mainly because I didn’t recognize a single fighter by name.

Now, as I’m watching the UFC today, I realize that I don’t know many of the fighters either—aside from the headliner, Bautista vs. Oliveira.

So why am I watching the UFC but not FNC?

The answer is simple: the UFC brand has value in and of itself, while FNC doesn’t—at least not for me.

UFC events are something I automatically check out. They’re part of my regular sports entertainment routine. FNC, on the other hand, is something I had never really encountered before.

The product itself may be comparable in many ways. Yet here I am, indifferent to FNC while treating UFC events as a must-watch whenever I get the chance.

Dana White has simply succeeded in getting into my head—so much so that I consume his product even when I barely know the fighters involved.