3rd round was not close. At all.
The fight is scored round by round. It doesn't matter if Cruz faded. So long as he isn't stopped.. an early lead in the cards means a win. This is how it works and how it's always worked.
And calling rounds 4 and 5 "Championship Rounds" is such a shitty move to try to make them seem more important. Let the UFC sell those wolf tickets on their own, they don't need your help.
Any fighter, in any championship fight takes the majority of the rounds early on? Merely has to survive the remaining rounds without losing a point. It is what it is.