Jon Jones has never been a good guy. He was planning to retire after Stipe Miocic fight but then he said that he changed his mind, then he agreed with Dana White about the fight against Tom Aspinall, then he said no in the last moments (officially) and wasted Aspinall's time. As a fighter, he was amazing but not the GOAT because when you abuse steroids to gain advantage over other people, you are not really the GOAT. You are the GOAT when you fight naturally against others (naturals). But his talent can't be denied, fight was into his blood, inside and outside the octagon.
I think so too. I can't remember who it was, but, before the retirement announcement, some mma commentator express doubt whether Jones is actually interested in fighting, pointing out that he's spending time in Thailand, having a good time instead of being in a training camp. And anyone could see that he looked out of shape.
There's no shame in retiring, but stalling the division and trolling your opponent, the UFC and the fans is shameful.
Anyhow, it was announced that he has a new role as "Chief Performance Officer" for a company called Ketone IQ (they make energy drinks or something of that sort). I don't have a clue what the role entails, but I'll be guessing it's mostly about making a public appearance with a can of drink in his hand.
I'm not sure if he's the best person to be a brand ambassador for anything.
It must be some favor they are paying him, because as you said, this retirement was very bad for both his opponent and the division. He was a great fighter, but in the past. Now he is just another one living in the past because he didn't know how to build a good future.