The fact that it increments over time doesn't mean anything, he could use some server side script to randomly increment the value.

Are we supposed to believe he has had 256,056,823 (current value) visitors to his one-day-up SOPA page?

Or is it the aggregate for total visits to his site, ever?

There has always been a counter on his home page, so I'm guessing aggregate total visits over X period of time. The majority of his 'articles' have one.

Of course, he could just randomly increment the value using a script, but Maddox has been around a long time (I've been reading his site on and off for around 10 years) so I doubt he has need to.