Jose has changed his mind set about the way fights work.
For instance, way back in 2015 the fight he had with Conor McGregor saw him lose but he states that, even with that loss he gained a lot of money. It is not about being an honorable fighter anymore, but being commercial about it. One needs to be able to build hype about an upcoming fight and create a tension with the opponent in order to entice viewers who would want to watch the upcoming match. When the crowd is more, there is more money coming in for both players and hence, it does not matter much who wins or loses as the money is big, the bigger the promotion.
Aldo has also hinted at super fights like the one that he was trying to arrange with Khabib Nurmagomedov. Indeed, after the upcoming fight with Holloway he hopes to get into some super fights.