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Speaking as a marketeer (not a typo) who has used similar weasel-words in the past: it's a hedge against the number going up to 99 or 100 so you don't have to keep changing the webpage. You can change it once, say, every week or two weeks. Numbers within constantly changing populations are always tricky, because people like statistics and numbers but if they're constantly changing, you're engaged in constant upkeep rather than coming up with the Next Big Thing.
But what happens if it slips below? Curious indeed.
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