1) Whatever you think of the source of the numbers, 29% does not sound like an unrealistic number.
2) Ah, that one again. No, of course it isn't the same as boarding a ship with a parrot on your shoulder and shoving people off a plank, and no-one has ever tried to claim it is. It's just adpating a word. Words change and gain or lose meanings all the time. One you use is "consumer" - surely the "proper sense" of that word is someone who's eating something?