In a sport where fighters are just as much entertainers as they are athletes, no where is the concept of "selling the fight" more necessary than in the UFC.
So with a sport like mixed martial arts focused on singular combat, sometimes, the best way to get noticed amongst a sea of eager up and coming fighters is to stand out.
And what better way to move up the ladder than to call out someone higher up than yourself, which is what many fighters do nowadays.
However, while calling out an opponent or talking a lot of trash may get a fighter somewhere, it doesn't always have the results they'd hope for once they step into the cage and in some cases, it might be a case of biting off more than you can chew.
Here are five instances where calling out an opponent didn't really turn out like a fighter had planned.
Jorge Rivera set up the biggest fight of his career when he challenged Michael Bisping at UFC 127.
"El Conquistador", however, took it to another level, making videos mocking "The Count" and further infuriating Bisping to the point that Bisping brutalized him in the octagon.
An angry Bisping then proceeded to deliver an illegal knee to a downed Rivera, TKO'd him and then spat on Rivera's corner men.
The aftermath resulted in Bisping getting more attention, while Rivera was "back to the undercard", just like Bisping had predicted.
While the fight itself was important due to the title implications and the fact that it was a contest between two of the top light-heavyweights in the world, most wanted to watch for a different reason.
The much anticipated fight between Quinton "Rampage" Jackson and "Sugar" Rashad Evans came as a result of Evans calling out Jackson after Jackson had defeated his teammate Keith Jardine.
However, the trash talk leading up to the fight built it up to be a bout of epic proportions. Instead, the match was a bit lackluster, with a somewhat ring-rusted Jackson losing a unanimous decision to Evans.
So while Evans' challenge to Rampage was justified with a victory, it just didn't live up to the hype the two of them had built up.
Give credit to James Toney for stepping out of his element into a world that was very clearly foreign to him.
When one of Toney's many challenges was finally accepted by Randy Couture, what proceeded was a lesson in mixed martial arts taught to a one-dimensional boxer.
Couture made the smart move and took Toney to the ground to pound him out before finally choking him out. Rather than try to stand up with a boxer who was clearly the superior puncher, he attacked Toney's weakness, the ground game.
Since his defeat, Toney has been vocal about challenge more fighters and even inviting some to meet him in his boxing ring.
Now he will be fighting Ken Shamrock under specialized rules, standing up the fight after 30 seconds.
When Chael Sonnen called out UFC Middleweight Champion Anderson Silva, he got his wish at UFC 117.
What resulted was four of the most shocking rounds in UFC history as Sonnen pounded Silva until round five when he was submitted with a triangle/armbar.
Sonnen later tested positive for performance-enhancing drugs and plead guilty to money laundering despite putting on the performance of a lifetime against the champion.
However, what made the call-out so disappointing was that he was practically there, he had practically delivered on the beating he had guaranteed Silva, right up until he got submitted. He almost had him.
As we all know though, almost is just not good enough.
Talk about dreaming big.
At the time of UFC 125, Kim had just won a decision over Nate Diaz and proceeded to call out UFC Welterweight Champion Georges St. Pierre.
He later was given his first loss against former WEC Welterweight Champion Carlos Condit, who knocked him out via flying knee and solidified himself as a top contender for the title.
Prior to this fight though, Kim had felt he would be a tough match-up for St. Pierre and that he was capable of beating him.
While Kim is no doubt one of the best grapplers in the division, his fight with Condit showed he has a little bit to go before he can call out the champ again.