I cannot, can’t, will not, won’t go to a coffee chain whose napkins proclaim that their efforts will leave the world with “less napkins.” What, in the name of all that is holy, did David Foster Wallace not explain to us in his review of Bryan Garner’s A Dictionary of Modern American Usage but that structural linguistics, as descriptive yet still highly judgmental are a farce. Written and standard English need flexible but firm prescriptive rules. The descriptive tack is a ruse, allowing in errors in the name of colloquial usage, yet ignoring other, legitimate alternate usages based in judgment and priorities that hide nothing less than a political agenda.
In other words, just because some people say it incorrectly doesn’t make it correct. Or cute. Think differently.
Please, advertising companies, hire professional editors. You can’t say “less napkins” just because enough people don’t know the rule. It’s “fewer napkins.” You can count napkins. Therefore you can know just how many fewer napkins there are. Just because supermarkets get away with the egregious Ten Items or Less (sic) rather than opting for the correct Ten Items of Fewer; and just because advertising companies get away with the chalkboard-forkdragging of “Where Are You At?” rather than the simpler, more elegant, and freaking correct “Where Are You?” does not mean that you can claim frequent American usage and refuse to proofread your freaking napkins. Written language is standard as used by educated writers. And it’s fewer napkins. You can’t count sugar. So there you get to use “less sugar.” You can count cars. Fewer cars. You can’t count traffic. Less traffic. Fewer napkins, less sugar, fewer cars, less traffic. Less pollution, for that matter. And apparently, far, far fewer writers who actually know the language.
Sign of the apocalypse.