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but did Dana tell Conor exactly what to say and how to act while on camera?
Who knows, but if you don't think Conor had a team of PR guys paid for by the UFC (who also paid for the cameras, btw) telling him what to do you're crazy.
Marketing is one of the biggest costs of successful business. No marketing, no star. And since Conor wasn't fronting those bills, you can objectively say the UFC made him. It could even be said literally.