Jim Ross discusses the marketing of Shane Carwin vs. Junior dos Santos at UFC 131
"Yes...Shane Carwin is somewhat 'dry' on the personality front or so many feel but w/ Paul Heyman doing some producing for Spike TV for their countdown show, Heyman will do his usual good job of hiding Carwin's weaknesses, underscoring Shane's strengths, and capturing a few marketable sound bytes by a monster who has only lost one MMA fight and is one victory away from another, big money title fight.
BTW...Dos Santos isn't exactly a sound byte machine either but it only takes a few key, honest and pointed remarks to adequately sell a fight. UFC fighters just need to be somewhat embellished TV versions of their true self and provide the consumer with viable and legit reasons to buy an event. No one is suggesting that they go hyperbole and over the top ala some pro wrestling stars back in the day or even the great Muhammad Ali who got his shtick from wrestling but had a natural, charismatic delivery that did not feel forced to me. "