They both showed heart and will to win. The fact that he was a massive underdog did not discourage Wallin and he put up a great effort, although it wasn't right of him to try to open the cut even more with his glove after one of the clinches he was probably excited about the fact that he was very much in the fight, and tried to win even with some dirty tactics. I like how he rocked Fury in the last round, it was a good fight. Fair play to Fury for dominating most of the fight vs this well prepared game opponent and giving him his first loss.
It probably helped the Fury brand more than if he'd dominated Schwartz and KO'd him in a couple of rounds. People have already seen that in the Schwartz fight. The images of him bloodied are more powerful.