#3 Jon Jones
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This one pretty much explains itself. The things that Jones have been involved in, voluntarily and involuntarily, put a question mark on how seriously he took the sport. But even before he put himself in the disastrous situation of being involved in a hit-and-run incident, Jones refused to fight Chael Sonnen at the last moment, forcing Dana White to cancel UFC 151, the first UFC event to get cancelled in almost eleven years.
Apart from the fact that it caused much havoc having to refund people's money and a tarnished reputation in terms of delivering the much-promised action; to Dana White, it all seemed deliberate. In his opinion, Jones could have saved the event if he wanted to, but chose to protect his ego and didn’t take the risk.
After this incident, and many others, White even put his coach, Greg Jackson on blast, calling him a seasoned businessman and not one to care about his fighters. After the UFC 200 main event had to be replaced because of Jones being caught with illegal substances, White claimed that he will never put Jones in the main event again and take the chance of him ruining another event.
A huge claim to make since Jones is the pound for pound best fighter on the planet today.