Once again the Brazilian crumpled to the floor and Hubbard's right hand stayed busy as Mota tried desperately — but failed — to protect his head. Hubbard was given free rein to keep swinging wildly as Fipp stood by and watched the carnage.
Finally, after more than a minute of one-sided violence the referee waved the fight off. But the damage was already done.
UFC writers Ariel Helwani and Chamatkar Sandhu both slammed Flipp for his conduct in the cage.
Writing for Sherdog.com, Brian Knapp said: "Referee Joe Fipp, by most reasonable measures, could have stepped in much sooner."
On a video of the fight posted on Twitter, lots of commenters voiced their disbelief at how the referee could possibly have let the fight go for as long as it did.
"Ref should never be allowed to officiate an MMA fight again," one person wrote.
Another Twitter user said: "How long does it take to show the guy is done? This is disgusting."