If I were a shareholder and I saw that Dana was incapable of marketing a guy like Woodley who is multi-talented, a P4P monster, a family man [same goes for Mighty Mouse] or a dude like Stipe who is a motherfuckin' firefighter and one of the greatest HWs ever I'd want him ousted ASAP because it seems like he's actively sabotaging the company.
Conor/Khabib is not going to do the numbers people expect because the card is lacklustre (right now), there is low interest in the UFC and there is zero marketing for this fight/card right now.