Countless is a pretty big number. I have a few old USB "thumb" drives which have had data on them about 10 ~ 15 years. Nothing I any longer care about but it's still there.Have seen large companies store their records on various media, only to be shocked when they finally realise a few years later that it does not last for countless year they thought.
Lots of new types of media claim contless years of data retention, but none have proven to do so for more than a few years.
Ron