Put him in a position to run his mouth, and rewarded him for it with fights he didn't deserve based on merit. But let's set aside Chael for a second.
What kind of PPV numbers was Chuck doing pre-TUF? UFC is out of business if they don't take two dry personalities, stick them on TUF, and turn them into the first gen stars of the Zuffa era.
It's baffling to me that somebody who follows MMA & boxing could argue that you can't make stars. Making stars is the lifeblood of the fight business. And to a lesser extent, team sports as well. You think David Stern marketed the shit out of Magic, Larry, & Jordan for shits & giggles?