If Keith Jardine had beaten Luke Rockhold it might have brought him back to the UFC fold. At the very least it would have made him a Strikeforce champion and gotten him another high-profile fight.
It’s nothing embarrassing. At 36 years old, Jardine has fought plenty of top fighters and even beaten some of them. Facing that kind of opposition has not only made him money, but famous as well. It is one reason why he got this title shot even after getting a draw in his last fight.