So Robbie Lawler is clearly not into doing this interview with MMA Rated’s Ariel Helwani. That’s nothing new for the Elite XC middleweight champ. Media shy isn’t quite the term for how Lawler deals with the press. More like media contemptuous. But to hear Ariel tell it, Lawler isn’t the only one who seems unenthusiastic about this event:

We just came back from the EliteXC press conference at the Stockton Arena and the only word that comes to mind is “surprised.”

Surprised that there was virtually no media there. Seriously, maybe a handful…tops.

Surprised that the Shaws (Gary and Jared) were no where to be found. Surprised that no one is willing to give a straight answer as to where they are hiding. Trust me, I asked around. Surprised that there appears to be zero excitement online, around town or even in the local media for this event.

What’s going on here? Elite XC broke a major barrier with their first show on CBS, but now they’re on the verge of their second and already people are treating it like their grandparents’ fiftieth wedding anniversary party. Not that we’re saying this is necessarily wrong on the part of the media or the fans or even the fighters. We can definitely relate to those feelings. It’s just odd.

Is it bad timing, coming on the heels of the biggest MMA weekend of the year thus far? Is it the line-up? The promotion itself? The lack of a big media build-up? Lack of MMA lightning rods like Kimbo Slice and Gina Carano? What’s the deal?