They're making the typical journalism mistake of trying to use prose for what would be better expressed in a chart. This is a pretty common issue with journalists who can write but don't know how to create useful and informative charts.

I looked at other posts by this author and they're all sales by month charts, which are totally devoid of context as they lack historic trend data. So you have to read words to find that out, and its a slog.

I have firsthand experience starting a news company and dealing with this...