Ortega doesn't have a plan B. Obviously he wanted to go toe to toe and have a war with Holloway, but we saw that Max is overwhelming him with punches from round 1 and since he doesn't have a plan B, he continue to go and we all know that its just a matte of time before he was knock out or lost via stoppage which eventually happened. I agree that he has a lot of heart, but sometimes its better to have a fight plan and not try to used your strengths because you don't know if your opponents is better than you.
Yeah, that's what I'm trying to say, the first round was a total massacre. Everything went wrong with Brian but still he chooses to go toe to toe with Max which is very wrong. And even if he attempted take downs in the next couple of rounds, its too late because he got tired early from the beatings he got from Max plus Holloway has a got defense. And as @bbc.reporter have said, he has no head movement perhaps his coach didn't do his job or Brian thought that he can win a war with Holloway which is far better striker than him.