Actually the title is not really true.  It is more geared toward the headline on your recent article "It's now or never for Mainstream Media coverage."  After I read that headline I immediately disagreed with that view point, but as I read the article I realized that the title of the piece was not indicative of the article.  The article's focal point explained how the media coverage that follows over the next week is a good barometer for the current state of MMA.  I do think Manny and the All-Star game will get more coverage then implied and I think Federer will get a decent amount of attention if he breaks Sampras's record, but I agree that the coverage UFC 100 and the Carano/Cyborg fight receive will tell us how far away the sport is from mainstream acceptance. 

So I actually have no beef with Zak's article at all except the headline is not representative.  This post is more a reminder and reality check to all the fans who will be disappointed when mainstream media does not go all out with MMA's summer activities.  People forget that the UFC is only 16 years old and the unified rules were codified in 2000.  Stars that can cross over such as Lesnar, St. Pierre, and Carano will help gain notoriety, but there will be more of them to come.  We are currently in the infancy of Mixed Martial Arts and have a long road ahead of us before we can achieve mainstream success.

The enormous success of Mixed Martial Arts and more importantly the continued growth of the UFC have happened at such a rapid pace that we the fans expect instant acceptance.  Despite what baseball purists might say the NFL has become THE sport in the United States.  Professional football was established in 1920 and the merger happened in the late 60s (started in1966 and fully merged in 1970).  It was not until baseball's strike in the early 90s when football began to take over mainstream media with the Cowboy teams becoming celebrities.  These things take time and MMA is moving at an incredible pace.  The fact that we receive any mainstream attention after nine years is remarkable. 

We might have to wait a generation before we become a major player.  A major reason baseball has its storied history and tradition is because so many grew up on the game.  Their dad, their dad's dad, and generations before always went to the ballpark.  It will be the next generation who grows up during the growth of MMA that can push it to the next level.  We will obviously be farther along by then, but that is how we establish long term significance.  Passing along our passion and knowledge through generations can keep MMA around for the long run.  In the mean time we need to relax and appreciate the immeasurable growth we have achieved in such a short period of time.  I am anxious to see the attention received over the next week and leading up to August 15th, but if we receive any at all that will be outstanding.  It may take time, but MMA can become part of people sport conscious in time.  We the fans just need to be patient.

UFC 100 coverage