On a good year I shoot around 100 rolls of film. I think this is a lot for an amateur, most probably shoot much less, maybe less than 50. If all the 'Lomographers' shoot 50 rolls then the 4 million sales equals 64,000 photographers or 128,000 if they shoot 25 rolls per year. Lomography hope to double that this year (during a deep recession too). I think Lomography can be seen as a gateway to 'better' cameras for many but maybe not all. Importantly, I think, it's quite transient - I saw my first Lomo in the late '90s and the trend is still with us. There seems to be a continuous new generation of photographers buying into the brand. Hundreds of thousands of photographers must have gone through a 'Lomo' phase in the last decade and a half.