Regarding Dana, I have mixed feelings. On one hand, I like that he talks to the media as much as he does and he speaks his mind.
On the other, I don't understand shit talking his own fighters. Maybe there's some master plan behind it, but I think he's doing a disservice to everybody involved. He's the CEO. If he says "Tyron Woodley is boring" people are going to think that whether it's true or not. He should be trying to hype up all of his fighters, but especially his champions. He shouldn't BS the public and try to convince us that Woodley-Maia was an entertaining fight, for example. But something along the lines of "Listen, it wasn't a great fight, but Maia only needs a small opening and then he chokes you unconscious. Woodley fought a safe fight and that's why he's still the champ."
He should be trying to make Woodley the biggest star he can. It sells more PPVs and whenever Woodley does lose, it makes the guy that beats him that much bigger. Woodley does shoot himself in the foot with a lot of what he says, so I understand Dana's frustration with him. But he needs to bottle that up and keep it for behind closed doors.
I don't think Dana is ruining the UFC, but if I was the UFC and I could trade Dana for Coker, I would.
Edit: And the match making stuff comes back to the fans. They are putting on fights that they think will get the most PPV buys. I hate that Brock might get a title fight against DC......but I'm still going to watch it. So I'm part of the problem.