Dave Meltzer was discussing the UFC 148 buyrate on his radio show and it appears that the numbers were a disappointment to Dana White. On the show, Meltzer said it looks like 148 did roughly 1 million buys and that Dana White truly believed the show would beat UFC 100's buyrate. Dave also said that Dana texted him "this sucks" about the buyrate.
Had they not set up unrealistic expectations by publicly saying this would beat 100, there'd be no reason to look at the number as disappointing. In fact, it shouldn't be viewed as anything other than a success outside of the UFC's weird public statements.
I had said in the lead-up that anything over 750,000 buys should be considered a success, and they smashed that number. In the end, it's simply a good number. It'd just be a lot better if it happened without all that other nonsense.
In other news, it's being reported by Meltzer that the UFC 147 buyrate was somewhere between 175,000 and 200,000 buys. Which makes sense given the weakness (in terms of "big fights") of the card.