Attention, Grammar Police

Perhaps you are aware that "less" is used when describing things that cannot be counted: water, dirt, sand, that sort of thing. "Fewer," on the other hand, is used to describe countable things: rocks, ice cubes, and so on. So in the grocery store line, "Ten Items or Less" is not technically correct. It really should read "Ten Items or Fewer." Still, at this point, I think most shoppers would find that a bit awkward. So the British grocery chain, Tesco, has decided to change the wording on its signs to read Up to 10 Items instead. Of course, that's brought on criticism that this wording is ambiguous: can a shopper use this lane with ten items, or only with nine? And if most stores and most shoppers are used to "Ten Items or Less" can it really be wrong to use this wording?