I agree. Myself and many others would be spurred to purchase on iTunes more when the counter was on the website, especially knowing that the prize was so huge (relatively speaking). Apple not making a big deal of this leading up to the 25 billionth, kinda makes me think they dropped the ball on it. Maybe no one was paying attention when they were at 24.9999999 billion? Maybe the milestones are happening so fast it's hard for them to keep up?