Zim said:
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It's among the best what we have right now. Leaderboard numbers are the same for everyone who checks them, so it's not so much their fault.
Multiple Gamertags is definitely an issue that exists, but that just can't be estimated. Personally I'd think that the numbers of multiple Gamertags with Xbox Live access on one Xbox is rather low.
Obviously every console has tons of offline accounts, but they can't post leaderboard numbers.
Furthermore there is a rather large numbers of Silver accounts (about 40% of all Live accounts). They certainly don't need to be connected at all times, so I guess there is a larger number just buying the game on XBL and then playing it offline. No one is going to buy the WiFi adapter only to be connected with a Silver account at all times and not everyone has large and/or enough ethernet cables/free router ports.
The issue with online couch co-op is that the game encourages you to play with a friend online. If it's a good friend he already has an account and his game record will be posted on the leaderboard, if he isn't a close friend, he will probably just play as a "guest" account.
All these factors make it incredibly hard to get a good picture of the actual sales. Obviously no one here is pretending that every game here is within the 10% error margin. Still it's better than nothing and the only thing I can do is pointing out the games that are heavily influenced by certain circumstances (bundles, freebies, online couch co-op).