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How Superficial Is EliteXC Match Making?

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Ben Fowlkes argues it's quite a bit:

Maybe it wouldn’t be so irritating if they weren’t so glib about it. Elite XC has got to be the only MMA promotion in the world where being a talented fighter can keep you out of the main event. The sole reason Brett Rogers isn’t getting his shot at Kimbo on CBS is because he might win. You can’t even argue that it has to do with his lack of name recognition among casual fans, not after they put Kimbo against James Thompson in their first CBS offering.

It’s not that Shamrock can’t win, either. Any guy who knows his way around a submission the way he does always has a chance. But we all know who Elite XC wants to see come out on top, and that’s not how a fight promotion is supposed to work. Not if it wants to be taken seriously, anyway.

They know what they’re doing with these purposely one-sided fights, and they know that we know. Either they think it’s what we want, or they don’t care. Neither option is very encouraging.

It's downright disheartening to me.