Every fighter in the torment of an existential dilemma navigates the need to either evolve with the sport or become extinct. The answer can vary: strike a better deal, skyrocket to fame, or seek better competition.
For Paulo Costa, it was a matter of asserting his value and battling for fair compensation. The Brazilian did a complete about-face, putting skin in the social media game with jest-driven content. He opts to pick on topics that can be conversational fodder and detonates ridicule-laden themes that act as dynamite and trigger a response. In doing so, he has become a popular figure and a source of entertainment for fans on X (formerly known as Twitter).