I suspect that this is a fake story - as in, they really did it, but the number is wildly exaggerated. It's only a suspicion, though I did see one other person with an offhand comment implying that it was made up by the marketing agency.

But the world doesn't mind - it's a story that people want to write, people want to tweet, and people want to read, so if it is fake, it's a fake that everyone is willing to go along with.

That said, this is still clearly going to be a massive industry. And if it is fake, it's pretty genius marketing - this story has been everywhere.