According to this Sport Illustrated story, UFC fighter Jon Fitch and several others from the American Kickboxing Academy have been dropped from the championship for refusing to sign over lifetime likeness rights for use in games based on the sport.
"We thought that was kind of crazy," Fitch said. "Why would you sign anything away for your lifetime?"
Quite. The choice was made simple, apparently. When Fitch didn't deliver on the "favour" of signing, he said he was told "either you're in if you sign this, or you're getting cut."
More through there.