One would think it means 'oh-no!!!'
Truth is, it is a bash shell construct for assigning a default value. In this case, it means 'if they don't give me a value, use zero'.
Google up bash-shell default-value for info, or see here, about 2/3's of the way down the page, for a default values title.
http://www.ibm.com/developerworks/library/l-bash-parameters.html?ca=drs-
The section offers a slightly technical recap that talks about :+, :-, := and :? Luckily, the more technical part is something most users won't need right away -- it gets into substitution timing (before or after using the default), and it also has a snippet of code you can experiment with until you get the hang of the nuances, *if you really need 'em*.
G'luck, mate.