According to a report from the Wrestling Observer Newsletter, the idea the WWE had for the announcers to call the Brock Lesnar vs. Goldberg match-up at Survivor Series was to call the bout as a fight rather than a wrestling match.
Dave Meltzer also reports that WWE officials believe that the WWE fanbase is now familiar enough with the UFC to be familiar with mixed martial arts (MMA) and how it works, and wouldn’t feel as ripped off for the quick finish as those happen all the time in fighting.