Fewer Than Ten Items, Sir!

All right: Sir or Madam. You get the gist. Tesco wishes to provide us with crystal-clear clarification: so, instead of "ten items or less" the signs on certain check-outs will read "up to ten items".

Is that clear? Obviously not for some ignoramuses who blatantly disregard such notices and invariably get away with 15 or 20 items.