Not to be a basher (because I'm not, this stock is interesting) but I've worked many projects involving the building of e-commerce sites. Basic marketing rules apply on-line as well. In order to breed interest it helps to sell demand (Bilions and Billions Sold! Don't Be Left Out on this limited offer!). Any order count they post shouldn't influence you. As a market marker I've always set the company's zip code as the initial count variable in public count lists on shopping cart closures. Calling something an order number is merely a label and yes, they are typically incremental.
If you want real sales figures you need to use something other than your shopping cart and receipt.
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