Forget the guts and glory - it's all about the money
Already it is set to be the biggest smash-and-grab in boxing history. How much smashing is done remains to be seen, but up for grabs is at least €700m. That is before a glove has even been laced in the aptly named 'Money Belt' clash between Conor McGregor and Floyd Mayweather.
But the purists are having none of it. It has been dubbed "fake sport", a parody of pugilism, and a freak show.
However, that is not the whole story.