Sell-by

I love this story about a Norwegian grocery store being shut down after inspections revealed 10-year-old meat in the freezer. It's a great story for two reasons: 1. Where were these inspectors last year when the meat was 9 years old. Or is 9 acceptable for frozen meat? 2. The final paragraph in the story which reads:

"The locals were unruffled by the news. One customer said that no one had gotten sick from the shop's meat, and there was just too much "hysteria" around sell-by dates."

(Of course this is from a people whose best-known food export is dried cod preserved with lye.)