What’s up with “less” and “fewer”?

In recent years, many corporations, including Microsoft, Starbucks, Tesco, and Mercedes-Benz, have famously struggled with the difference between “less“ and ”fewer.” Therefore, it is little wonder that thousands of individuals also struggle with this concept.

The rule, however, is very simple:

This rule applies to everything except time, distance, and money. In those cases, “less“ is used even though they can be counted or measured.

• I spent less than 15 minutes on my essay.
• The race-car driver began to celebrate when he was less than 100 feet from the finish line.
• I paid less than $5 for my new tattoo; what do you think?

(Emma Stone GIF source: fyeahreactions; Jem GIF source: nothing is linear)