"Upmost"; "Utmost"

Photo taken November 26th, 2018 in a local grocery store

       Seems to me it's an easy thing to do.  You hear it that slightly different way, and you can tell it means about what we know as "utmost."    The notice is worded appropriately, you'd spell it the way you heard it, and would rightly think you'd conveyed its meaning.

       Similar to the person who I heard pronounce the word "awry" [uh-RYE] as [AW-ree], and from the context it was clear he knew what it meant.  He probably had read it silently, hadn't heard anyone say it, and figured he knew the pronunciation.

       So probably the reverse situation of the person who wrote "upmost."  That "upmost" person heard the word, understood it, but had never seen it in writing.  The [AW-ree] person read the word, understood it, but had never heard it spoken!