I highly doubt they think that way when qualifying numbers for PR purposes. Regardless of how they connected to Facebook it is still Facebook Inc and it is still hell of a number.
If they are counting people who were only served a "like" button on other site's pages, this announcement boils down to "the internet is a big place! Full story at 11."
Exactly, if I visit a page where they have embedded commenting using fb id, it's not actually me visiting the site. An issue is if someone decides to place ADs in fb based on this publicity.