If Conor McGregor's constant sledging and self promotion has done wonders for the development of his fan base, it has had the adverse effect on his ability to make friends within the fighting game.
If you believe what Fabricio Werdum says, that is.
The UFC heavyweight champion claimed that "fighters don't like McGregor" in an interview with MMA Fighting, while explaining why he referred to the Irishman as a "prostitute" after the 2016 World MMA Awards.
McGregor burned a few bridges, with Werdum in particular, with his video acceptance speech at the MMA Awards, where he labelled the UFC's entire roster of fighters "bums", and claimed to be keeping the fighting game alive solely by his own hand.
"There's another man that must be slain, another champion that must be dethroned," McGregor said.
"There's more numbers that need to be broken. I need to feed all you bums, so I've got to keep working, because you bums don't work.
"You got the heavyweight champion, who's a p***y, pulling out with a sore toe. How is the heavyweight champion going to pull out with a sore toe? What kind of champion is that?
"The game is on its knees, so I apologise I can't be there at the awards, but I am out here putting it in, working, putting in the true work, the work it takes to keep every one of you fed. So thank you, and thank me."
Werdum immediately shot back at the featherweight champion's sledge with a rather disturbing Instagram post.
"Please Werdum. Go slow. Easy you are a heavyweight !!! Wow !!! Now I love you more than #DanaWhite. now I know why #vaicavalo," the caption read.
Now, speaking with MMA Fighting, the Brazilian has explained why the Irish fighter is starting to get under the skin of a number of fighters in Dana White's organisation.
"Conor McGregor started well with his marketing, he talks a lot and is a great fighter, we can't deny that, but I think he crossed the line. It's too much now," Werdum said.
"He said he will fight anyone, but that's not how things work in our world. Fighters have a code, a law, and you have to respect everybody. He lost this respect, talked about me at the MMA Awards, and he talked s*** at the wrong person. I won't stay quiet and just listen."
Werdum claimed that McGregor had struggled to develop good relationships with other fighters due to his "sell-out" attitude.
"Fighters don't like Conor McGregor," he said.
"Everybody likes watching him fight because he does a good marketing, but I won't change who I am because of money. Everybody likes money, but there's a limit. Money isn't everything. He sold his soul - and I'm saying soul so I don't say other things [laughs]. I don't think that's cool. He sold his soul. It was about time someone would shut him up."
Werdum took another stab at the 27-year-old after his UFC 196 loss to Nate Diaz, labelling him a "prostitute" for selling his soul and not having respect for other fighters.
"Prostitute @thenotoriousmma. You have to respect the other fighters," the English caption read.
Werdum has no regrets about the Instagram posts.
"I would do it again," he said.
"If he talks something about me, I will do it again. If he says something in a press conference and I'm there, I would get (UFC president) Dana (White) out of the way [laughs]. You can't let him be that cocky. You have to be crazier than him sometimes so he stops. I posted a photo putting my hand in his a** to show that he's a prostitute.
"He does anything for money. Money is important, of course, but that's not everything in your life. That's what I was trying to say.
"Nate Diaz showed him that. He talked a lot, moved up in weight and saw how heavy Nate Diaz's hands are. When he needed to show up and fight, he lost. He was humbled. And Nate showed the way to beat him. He becomes a child on the ground."