Promoter Eddie Hearn of Matchroom is still holding his nose when discussing Tyson Fury's upcoming fight with Otto Wallin, which takes place on Saturday night at the T-Mobile Arena in Las Vegas.
Earlier this year, Fury signed a large co-promotional agreement with Top Rank and ESPN.
The first bout of that deal took place in June, with Fury demolishing Tom Schwarz in two rounds at the MGM Grand.
Schwarz was a huge underdog in that bout, and Walling is also viewed as a massive underdog - with most expecting him to get handled easily.
Hearn believes the interest in Fury is starting to decline, because he's facing overmatched competition.
"Fury has easy fights that nobody is interested in," said Hearn to Sky Sports. "He supposed to be the best heavyweight in the world? Nobody is talking about his fight. The interest in Fury is diminishing. It is nearly a year since he fought Wilder and what has happened? Nothing.
"Fury is a competitor and is up for a fight, but he's having fights where he cannot get beaten. His profile will dip and his hunger might as well."
Hearn's star fighter, Anthony Joshua, had previously taken a jab at Fury for his selection of Wallin as an opponent.
"I fought Wallin as an amateur. [Wilder and Fury] are the cream of the crop and shouldn't be fighting those type of people. I can't fight Wallin, I don't think I can ever fight lower-tier heavyweights," Joshua said.
Should Fury win as expected, he would then face Wilder in a rematch on a date in February in 2020.
But Wilder would still have to win a rematch of his own, when he takes on Luis Ortiz on planned bout in November.