How is doubling sales in two days being downplayed??
Because it depends on what period. If they're comparing the sales from a bunch of people picking up Titanfall bundles on day 1 from preorders, and comparing it to just the previous week when most people stopped buying the system because the Titanfall bundle was announced and was going to be cheaper, and their total gain is only 2x of that slower week due to anticipation of the bundle which was basically a price drop, that's not a whole lot of sales.
In other words, they're using percentage numbers to sound impressive, but are shying away from using any real numbers which always should throw up red flags when it happens.