Remember though everyone who bought through the Frontier store received a free Steam key, and it added to the total supposed number of players/buyers as in they were counted twice! Probably helped things look great in the finance reports. Folks seem to have forgotten this.
FDev have always used unusually vague and misleading wording whenever talking about their total game sales. There's likely a good reason for this such as make them look better than they probably are. It's always been stated in some nebulous description like "Elite franchise sales" which they also stated included merchandise and even the free beta demos which many received for Xbox. I got one. So with one game purchase I likely counted as three Elite franchise 'buyers' when including the Steam key and Xbox beta demo license.
And it's somewhat funny to keep seeing those on one side of the debate flip-flop on whether Steam numbers are valid. Steam numbers and stats seem just fine when used to show how great the game is doing. But Steam numbers are apparently wrong and useless if used to support how poorly the game has done. Pretty funny actually...
Yeah the 'franchise unit sales' doublespeak made me laugh. In other words, the game sales are crap, but we sold a lot of differently coloured lazers and shiny paint jobs.