Well, do you really expect a story to come out worded like, "We're going to have to increase our prices, but sales were up too, we're just greedy bastards" ...?
I'd say there's enough of a margin of error on different timescales that they could say flat in one interview, rising in one, and falling in another, technically be correct all 3 times, and pick whichever fits the rest of what they're saying.