It's not rewarding failure. It's rewarding success. Ruiz has one of the best wins of active heavyweights. He deservedly beat a long reigning unified champion. He gets ranked highly for that.
If Joshua didn't rematch, and Fury beat Ruiz next, would you recognise the win? Of course you would.
If Joshua didn't rematch, and Fury beat Ruiz next, would you recognise the win? Of course you would.
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