The # of bitcoins will grow up until an established number, ~21M. That's what's being advertised.
As has been pointed out copiously today, that's a convention that BTC clients and users all claim to agree to. It seems likely to me that they will continue to agree to it, and it also seems likely to me that the major hurdle will be the first '25 BTC/block' downgrade. If the community survives that, the others will likely follow easily.