Granted he has an unorthodox, incredibly effective style. But he just isn't a marketable fighter.
Aside from those who train, the vast majority of casual fans appreciate a good stand up fight. You should have noticed, the fighters are on the ground, they boo (unless there's a sub), they get stood up, and the crowd cheers.
What they don't want to see is some douchebag, running around like a fuckin matador at the slightest sign of danger.
He will be the lhw champ for a long time, no question. But it won't be good in the long run. He will do exactly the same as what big tim did to the heavies.....