Rubio was the mandatory challenger for Cotto, so the WBC decided to not risk Cotto in a fight vs Rubio. Probably the wbc said to Rubio that if he doesn't take the GGG fight, he'll get stripped by his wbc interim title. :think
What? If you don't fight the WBA Super Champion, we'll strip you of your WBC interim title? How does that make any sense at all?!???
Cotto is a cash-cow who holds that mw wbc title. A fight with his mandatory challenger i.e Rubio would've been risky for future mega-fights against Alvarez (mexican) or PBF. So its about businesses and making more money. And yeah, I know its sounds crazy but if this sanctioning body ordered to fight GGG (the super WBA champion) or get stripped.
If they couldn't force cotto or quillin or solomon to fight GGG then rubio must have wanted the fight.
Rubio just knows that the WBC wont risk Cotto and the huge sanctioning fees he brings. He would have to sue, and Cotto has already started talking about WBC 154 belt and forcing a Floyd fight. Rubio would have to still wait forever to get anywhere. He may as well fight Golovkin, and its probably his only option to get back on the HBO paywagon.