The UM titles are far from making the same money than SF IV, hell, if we consider that SSF IV was already released, vainilla SF IV still make more money than 2002UM (last year)
Hell, I don't know where you get that KOF was more popular that SF from 94 to SF IV, if we consider that Capcom stopped making games from 2001 (capcom fighting jam never existed : P) the SF series was still more popular than KOF (in japan, if we consider worldwide, KOF was more popular, but again, there are so many factors that it will be hard to came with a decent debate about which game was more popular)