I went to Mozilla presentations at the last FISL (Forum Internacional de Software Livre / Free Software International Forum) here in Brazil. They explained clearly that one billion downloads don't mean one billion users. And, honestly, I don't see nothing wrong in this kind of marketing.<p>Even though the download counter isn't a reliable source for the exact number of users, it's still reasonable to estimate a software's growth based on the growth in number of downloads between versions. I can't think of a better, marketable way to promote Firefox based on it's growth.