It was February 2006 and UFC president Dana White looked over at the one-man Canadian media contingent for UFC 57 and began talking about Georges St. Pierre.
Never mind that GSP wasn't even on the card. White was on one of those excitable rants that tend to overcome whatever topic he was going on about just seconds earlier.
"This guy should be on a Wheaties box in your country and yet most people don't even know who he is," White said of the then-up-and-coming fighter.
"This guy is a (expletive) amazing ambassador for the sport and for Canada. He's like the Wayne Gretzky of mixed-martial arts."
It was a time when the UFC was trying to claw its way to legitimacy.
Most shows were still being held in Las Vegas or Atlantic City. Pay-per-view dough was pennies by comparison and the stigma of human cockfighting still stuck to the organization like gum on a mullet.
St. Pierre was six fights into his soon-to-be hall of fame career.