[QUOTE=McNew]
Both the media and the advertising industry get this wrong all the time, and it drives me batshit. In the supermarket checkout line, the “10 items or less” sign has always bugged me, even as a kid. Note to Wegman’s- thankyouthankyouthankyou- your signs say “10 items or fewer”. Mad props.
Amstel Light used to (still may?) advertise as “a third less calories than your regular beer”. It’s “a third fewer calories”, numbnuts. Maybe “a third of the calorie content in your regular beer” would work, but it’s cumbersome.
“Fewer” often sounds wrong, but only because people are so used to hearing “less” so often. If companies and the media actually spoke properly, it wouldn’t sound wrong.
[/QUOTE]
Nope – “a third less calories” is correct. The nutritional value of a foodstuff is not measured in discrete countable objects, but in dietary calories (=Kilocalories in physics). They could be measured in horsepower or B.T.U.'s, or fractions of the estimated R.D.A. for a brontosaurus, and it wouldn’t change the actual value represented, just the numbers used to describe it.
A dozen eggs is 12 eggs,14 base 8, 1100 base 2, B base 16, but however written it’s 3 groups of 4 eggs. Ten pounds of sugar is 4.54 KG, 0.089 long hundredweight, 0.714 stone. You can have fewer than a dozen eggs, but less than 10 pounds of sugar. And calories are a unit of measure, like the yard, meter, foot, pound, kilogram, coulomb, gallon, litre, hectare, etc.