It was proven when Tito was brought back into the fold. Post Ultimate Fighter, huge upswing in popularity, available on Spike, it was a whole new world, and thinking that (one of) the most popular fighters from the most recent pre-growth era could be huge (in terms of profitability) with the additional fans now watching.
WMMA is still unproven as a profit driver. By 2006 the popularity of UFC in general was established.
Further, you can't compare Cyborg's popularity with Tito's. Yes she got 850k viewers for her fight with Gina. Of course her husband also got 850k viewers once...against Nick Diaz. Are we arguing that Mr. Santos is hugely popular?
So right now you've got a situation where Cyborg's drawing ability is at best unproven, and where the draw of her endevor (WMMA) is also unproven.
For Tito's gambit to benefit Cyborg, all of the following must be true:
1. Women must draw additional eyes to MMA consistently.
2. Women who fight outside of the UFC must be exposed regularly to the mainstream fan.
3. Cyborg must look impressive in fights outside the UFC.
4. Cyborg has to fight opponents who are perceived as being legit - this has always been a problem with women's fighting sports. In women's boxing it was seen as a handful of truly talented practitioners and cans. And beating up a can didn't win people many points.
5. Cyborg needs to become known to the mainstream fan.
6. Dana needs to decide that putting together Cyborg vs. Rousey is worth risking the credibility of 135lb WMMA in the UFC on. (Either because he thinks he'll sell a million PPV or so, or because WMMA is doing poorly as a revenue driver. But when you're "best fighter" gets crushed by someone who you have no other use for...it's bad.
7. Rousey needs to decide that she's willing to go up a weight class to fight Cyborg.
8. Cyborg needs to be available contractually to the UFC at that time.
Add all of those together...and to be honest I'd advise Cyborg to work with Finkelstein rather than Ortiz.