There seems to be some confusion about the use of the words "less" and "fewer".
Strictly speaking, that sign should read "10 items or fewer".
I have heard of someone who refuses to shop at certain major supermarkets because of the grammatical error - but I think that is going a bit too far!
Basically, the rule is: "If you can count them, use the word 'fewer' and if you can't, it's 'less'.
"Fewer cars on the road results in less traffic. This means less stress which, in turn, will result in fewer headaches."
I don't think it really matters which word is used, so long as it is understood and observed.
It is infuriating waiting, with one item in your hand, behind someone who has 20 items in the "10 Items Or Fewer" line.
And, of course, most cashiers say nothing.
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