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Not entirely true. Guys turn down fights all the time. Dana has been very public about his disappointment in Koscheck and Fitch refusing to fight each other. Also common knowledge that Greg Jackson's camp has a standing rules that their guys won't fight each other which is what led to Rashad leaving the camp and all the bad blood between him and Jones.
Dana just persuades guys with what he can leverage on them. They may be able to pick guys they don't want to fight but he doesn't have to offer them another fight. Many have speculated that Fitch hasn't recieved a rematch with GSP because of his unwillingness to fight Kos.
Basically, guys aren't contractually obligated to fight specific guys until they sign a specific fight contract. Unlike Boxing though, you don't get top level guys fighting no name fighters because Dana just won't book that match. Guys only get paid to fight, so you better be willing to fight one of the guys Dana wants you to.