Emmmmm no.
To my knowledge usually means you don't fully know. Also, what Mearls means is that most 3rd edition stuff was bought in gaming stores and other book stores. Buying online was not big back then.
I think you are desperately trying to read into it more than what's there.
Black Ranger, you may well be the last person on the entire board who should be calling others desperate in this thread.
I appreciate your passion for PF. It's cool you have something you love so much. PF is cool, I like the guys who work at Paizo, so I understand what engenders this sort of reaction from you. I know you mean well by some of these things you're saying. But...you should not be telling anyone else they are desperately reading things into things.
Here are some facts:
1) It is incredibly difficult to get into the top 10 of all bestsellers on Amazon, and getting to #1 is enormously difficult - it's an extraordinary claim to say otherwise, and you're going to need some extraordinary proof to back up that claim;
2) What we are seeing right now represents a spike in sales - but it's a HUGE spike (thousands of sales an hour). It's meaningful. The meaning is not that D&D will outsell everything for all time, but it does mean something good for D&D at least in the short term;
3) PF would LOVE to be #1 in all bestsellers. ANY publisher of any kind would love to be #1 in all bestsellers. Because it represents literally thousands of books being sold per hour. Game stores are physically incapable of selling that many books per hour - there just are not that many game stores left, and they don't carry that level of inventory, to be able to sell thousands of books per hour even in the aggregate across all book stores Now that does not mean that game stores cannot outsell that number over time - they can. But, for the spike in sales going on right now, it's a pretty incredible thing to see. It's unprecedented. No edition of D&D has ever sold this many books in this short a period of time - that doesn't mean they have never sold this many books overall, I am just saying in this short a time span it's never happened, and that is noteworthy;
4) None of this has anything really to do with PF. In fact the very same people buying this book from Amazon can also over time buy books from PF. These sales are not mutually exclusive with PF sales. A sale of a D&D book does not mean a PF doesn't sell - it doesn't work that way. I am sure PF is doing just fine regardless of a huge spike in D&D book sales.
My point is - you do not need to freak out over this. You don't need to feel like you have to defend PF by saying things like "It's not hard to get to the top 10 in Amazon" or "Amazon doesn't represent most book sales" or "Buying online though Amazon was not big back [when Amazon fist became the #1 bookseller in the nation and took down half a dozen retail bookstores]."
And then you telling other people they are desperately reading things into what Mike Mearls is saying - wow, you REALLY don't need to do that to defend PF.
We're all D&D fans here. We're just admiring the implications here - that the nation still has this level of interest in our little game, even over a short period of time, is pretty awesome to witness. It's not a bad thing, not for Pathfinder or D&D or any RPG. This is a good thing for the hobby, however long it lasts. There's just no reason to be negative about it.