UFC president Dana White is known for hyping up a fight. It's his job. He's a fight promoter.
Whether you want buy into what he's telling you is a different matter. Many hardcore fans will argue to the death in blogs, forums, and other outlets expressing why they feel Dana and company are out of their minds.
Of course, the UFC president has, once again, labeled a UFC main event "the biggest in UFC history."
This time, however, he couldn't be more right when talking about Brock Lesnar vs. Shane Carwin.
The impact this fight has on the sports world is more than any other MMA bout in recent history.
Why is that? Look at the media attention.
ESPN's Sportscenter has given UFC 116's main event almost as much coverage as tracking LeBron James' next destination in the NBA.
Brock Lesnar has the marketability to rival LeBron James in one of the most popular free agent summers in NBA history.
For a sport in its young years, that's huge.
Sure, one can make a case for Fedor vs. Cro Cop being the most anticipated heavyweight battle ever, but, unfortunately for them, they fought five years ago, before MMA was getting the enormous media attention it is now.
Beyond the massive press coverage, the physical specimens that are Brock Lesnar and Shane Carwin are phenomenal.
Never before have there been two heavyweights this size that are so close in athleticism, strength, power and ability. When stacked up next to each other, it becomes almost too difficult to predict the winner of the fight.
Bleacher Report was able to run into Mike Goldberg during the pre-fight press conference and he weighed in on the situation.
"When you look at the physical attributes of these two studs, they match up extremely well," said Goldberg. "It's gonna be who's got the edge and who's become a better mixed martial artist over the last few years."
With both Lesnar and Carwin being former collegiate wrestling champions, the wrestling match-up in the main event has a strong potential for being neutralized. Against any other opponent, this wouldn't be the case.
As dominant an attribute wrestling has been of late, it won't be the deciding factor in UFC 116's main event. No, tonight's battle of behemoths will come down to one thing: who get's rocked first.
Let's not deny it, the casual fan enjoys watching fights end in dramatic fashion. While submitting an opponent via rear naked choke is dramatic in its own sense, the average human being is more familiar with someone getting knocked out and detached from his senses.
This fight will likely end like that.
This factor, in this humble writer's opinion, is one of the major selling points for tonight's main event.
Fans have two combatants: one being the 'bad guy' or 'heel', if you will, in Brock Lesnar, while the other is a 'fighter for the people' with the backing of a majority hoping to see him take down his nemesis.
Those who don't follow the sport all that much will, at some point, check their favorite online news outlet (hopefully this one) in hopes to see what happened.
It's for these reasons UFC 116's main event is a big deal.
For every one person that doesn't buy the hype, two more will.
Follow Erik Fontanez on Twitter at @ErikFontanez
Follow Bleacher Report MMA on Twitter at @BleacherRprtMMA