Rampage and Rashad as TUF 10 coaches

Zuffa has long used The Ultimate Fighter as a way to promote fights. In the nine season history of the show, seven of the seasons featured coaches who were slated to fight each other. Only season two, with Matt Hughes and Rich Franklin, and season four, which had no coaches, did not subscribe to this promotional strategy. Now it appears that season ten may be following suit. 

Fighter's Only is reporting that Rashad Evans will be the rival coach for season ten. Quinton Jackson already announced his position last night. 

This revelation creates several questions. Does this mean the UFC is preparing for Jackson to lose against Machida or does it mean Machida will fight a different opponent for the title? Possibly Shogun?

Machida announced he would fight in September and it was assumed it would be against Quinton 'Rampage' Jackson, who White declared was the number one contender.  With Jackson being a TUF coach will the filming schedule interfere with his training?

Does this represent a shift in Zuffa's TUF promotional strategy?