While things weren't always smooth, and it seemed there were twists, turns and crises on a regular basis, the story of the Fertitta brothers purchase of the UFC in 2001 for $2 million, and its sale 15 1/2 years later for $4 billion, was the ability to see in a nearly-dead product the potential of major mass appeal.
The original UFC, the brainchild of Art Davie, was about creating a fighting event where the best fighters from different disciplines would battle with almost no rules to see what fighter, and what fighting art, was superior. The original shows were successful, based on over-the-top marketing with the idea that there were no rules and claims the events were banned in 49 states.