Its not about Fedor, its about trying to bring down M-1 Global and Strikeforce. Its Dana going after the competition. Dana himself said he spent many sleepless nights trying to sign Fedor. He knows how good he is, its just bad for business for him to admit it. I guess he might be trying to drive his value down as well. The leverage Fedor had in negotiations has just fallen through. Fedor vs. Brock is probably the biggest fight in MMA outside of Silva/St. Pierre and Dana knows it, even with Fedor's loss.
its funny because Dana just expects people to forget the wins Fedor has over some of his top heavyweights like Nog and Cro Cop
Like speeds said, Dana knows that Fedor is probably the greatest fighter in history so far, but like speeds said, he's in business mode. Still, Fedor in his prime > any HW in the UFC.