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Don't ascribe to malicious intent what can simply be explained by incompetence.
Niel Jones says to journo "Sales have reached the million mark", referring to turnover or profits.. Journo searches for a snappy headline and translates it to "We've sold a million units".
He has every right to promote his business however he chooses. You have every right to ignore it. His target market is the people who pick up paperbacks with their weekly shopping trip. If that's not you, it doesn't serve any purpose being a snob about it.
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