Pete Siegel, the CEO of Gotta Have It, recently told USA TODAY that, unlike American sports memorabilia, Europeans dig American rock-n-roll memorabilia.

“They could care less about American sports (memorabilia),” Siegel said. “But with rock ‘n’ roll, they’re huge buyers.”

The problem with this grammatical gaffe is that it inverts your meaning. If you could care less, that means you do care — at least a little. It is possible, you could care less. If you didn’t care at all, not even one iota, then you couldn’t care less. You’re at rock bottom of interest.

Siegel intended to suggest that sports memorabilia aren’t even a blip on Europeans’ radar; they’re too busy forking over large wads of cash to Gotta Have It. Instead he’s got us wondering just how much the Brits do care about those wrinkled Homer Hankies.