Impressive, I don't quite get how the game is doing so well as it's been an almost stealth launch - you'd wouldn't know the game was out if you didn't go into a shop and see it on the shelf! I thought Sony had perhaps ballsed it up a bit but apparently not.
I'd assume marketing will kick in soon and that should bode well for some very very strong Christmas legs, I doubt it'll be able to hold up as long as GT4 did though.