I remember Froch mentioning his name on more than one occasion, sometimes saying he wanted the fight and then other times saying it doesn’t excite him blah blah blah. Abel Sanchez and GGG's team did similar stuff, one second they'll fight Ward or anybody at 168 next second they're staying at 160 for now and Ward is too soon. Apparently now Ward did the same thing by refusing a GGG fight at the table but calling his name out after the fact. It's all a mix of promotion, bravado and regular boxing bull****, and they're all guilty of doing it at one point or another, not one of them is innocent, the end.
Might get people a little more excited to see them get in the ring eventually so I guess it could help in that way.