This is an easy question to answer. Margarito needs a legitimate win in order to justify a PPV fight between Cotto and Margo. Margarito is not a big name and just recently lost to Williams. The PPV will do better with him coming off a win over Cintron rather than coming off of wins over Golden Johnson and Alfonso Gomez. Also, you have to factor in that Cotto is Arum's meal ticket. He needs to build up his name as much as possible. Putting him in there with a set-up who has name recognition is a recipe for success. The casual fan will tune into this card and see Margo beatdown a title holder and they'll see Cotto beatup on a guy that they've followed for the last couple of years. It's business 101.