When is a surge not a surge?

The NME breathlessly runs up with the news that homophobia pays:

The ongoing fued between Azealia Banks and Angel Haze – which then became a row with Perez Hilton – over the weekend has sparked a sales surge for Banks.

Really? Has she sold double the number of records? Treble?

Er, no:

According to Billboard, Banks' '1991' EP saw a sales increase of 18 per cent over the last week, which equates to around 1000 copies sold in the US.

That's not an extra 1000 sales, it's a rise to 1,000 sales. Roughly 200 more CDs across the whole of the US. Compared with a week when there was a national holiday.

But what of downloads?

Sales of her single '212' rose by 3 per cent to 3,000 downloads.

So that's fewer than 100 extra sales.

So the "sales surge" turns out to be 300 extra sales in a nation of over 300 million.

"Tiresome spat doesn't inhibit minor uptick in sales" doesn't have quite the same grab to it, does it?