Most of these figures are for sales to OEM manufacturers who probably already signed the deal to buy Windows 8 before they knew anything about it. Then you have companies buying W8 license inventories. Microsoft can sell millions of licenses like this without farting, because they are Microsoft.
Now we are down to people buying new laptops which come with Windows 8 licenses, many of whom will have downgraded it to Windows 7 (yes, you can do that). And finally, of all those who have bought Windows 8 for their PC and kept it, how many are "luvvin it" really? Most have reservations, and probably only about half (or less) think it's wonderful. But I bet by now we're down to 10 million if that. Of course, in February the Surface Pro comes into play so that will keep the numbers running. Success will depend much on that device, in my opinion.
But just in case anyone has forgotten, a solemn reminder. Windows 8 is the first step towards a closed OS platform. It's been changed architectually to deprecate the desktop, and to try and force users to use the tiles and therefore the Microsoft cloud services available in the App Store. Ok, we can still use the desktop now but what about the next version? Windows 9 or Windows 10? If you value the freedom to develop, and to install what you want on your PC, without being answerable to a large, greedy corporation who only want to take your money, then it's time to protest now!!