Also I've noticed that if the pictures are large enough that you click to see the full size, the number shown is how many people have clicked. If it's small enough that it's in the little box at the bottom and you don't click for full size, or if the gif plays automatically when you load the page instead of only playing when you click... the number shown then is everyone who has loaded the page, each time they load it, so not necessarily people downloading it.
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