It means 30-40,000 rolls at a minimum. AKA a minimum length full width coating event. If it sells fast enough and people like it enough, it will probably iterate further until Ilford are happy they can produce identical product master-roll after master-roll.
Right, as I elaborated, since (again, if the recently revealed information is true) they seem to be explaining from the start what the situation is and how it fits into the potential journey of color film, it does make the limited edition more understandable. It is just that the initial impression of a limited edition can feel like a disappointment.