Why is MMA not popular?

So, I happened to catch the beginning of an MMA event this evening. I'm not really into MMA, because I'm not so much into people punching people in the head for entertainment. Well, I know that is popular among certain others, just not me. It's why Walker Texas Ranger had so many good years. But boxing and wrestling and now MMA are just not as popular as other sports. I think, though, I have a theory. Is it because Ken Shamrock is a commentator for its only major network programming, NBC's Strikeforce? Well, see for yourself and judge:
I'll say with the hope of never meeting him. That's not exactly a "TV face".