Lots of iTunes goes through gift cards now (Score 2, Insightful)

The kids that I know of that buy stuff in iTunes mostly get their iTunes funds from gift cards purchased in stores. If this guy is trying to track iTunes sales by tracking credit card transactions done directly with iTunes, he's going to be missing a ton of business that is now driven through gift cards. Those credit card transactions will show for the retailer that sold the gift card, not for iTunes.