They are no doubt bolstering that number with a limited time promotion.
For years I accessed their content on the iPhone and web. Their content is first class but then they demanded $45/month for all devices (including iPad). I found other avenues - no big deal. I did miss it on the iApple devices but nothing earth shattering.
Then, a couple of weeks ago, they advertised $0.99 for full access for two months. Not bad, I think their content is good enough I would pay something for it, but as the old joke goes: we're just negotiating the price. This has the side effect (they they're counting on) of inflating their numbers to no doubt set their advertising rate.
When the special is gone, so am I.