I support this poor fellow. It's true that some phrases or words change in time, but in my point of view english speakers not only have to prevail the correct use of the language, they have to also realize that 90% of the non-english population is trying to learn the language and when apostrophes, words or phrases are misused, it just confuses the other people trying to learn it.
I'm not refering to day-to-day conversation but at least in governmental signs or shopping windows, i guess i mean public displays.
Just because we have gotten used to hear or read phrases like "10 items or less" it doesn't mean it's the correct way.