It's called "reality fighting" by some, "extreme fighting" and "mixed martial arts" by others. Most in the United States simply refer to it as "ultimate fighting," a generic usage of a proprietary name taken from the best-known promoter of this emerging hand-to-hand combat sport, the Ultimate Fighting Championship (UFC).

Whatever the moniker, venues are now calling these bouts good for business, as they transcend their brutish stigma and pay-per-view TV roots to generate millions of...

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