Big companies should know better. The difference in usage between ‘less’ and ‘fewer’ doesn’t matter to most. But I care, and getting it wrong is my number one language annoyance!

Here is a napkin I picked up from Starbucks on Saturday (a rare visit):

It should be ‘fewer napkins’, because napkins is countable (or plural if you like). It’s true they’re an American company, and US English doesn’t have such a distinction I think, but still. Less incompetence, fewer errors please.

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