It's more likely 7 million users per month hitting a page with flash on it is somehow being translated into an attempt to download.
Imagining a non-tech-savvy, new iPhone user presented with the idea of mobile internet for the first time, I just tried going to Hulu right now -- there's a pretty clear message on the home page that you need to "install Flash," which leads to the afore-linked page. I don't think 7 million is all that unreasonable.