This paper investigates a subtype of systematic polysemy which in English (and several other languages) appears to rest on the distinction between count and mass uses of nouns (e.g., shoot a rabbit /eat rabbit /wear rabbit ). Computational semantic approaches have traditionally analysed such sense alternations as being generated by an inventory of specialised lexical inference rules. The paper puts the central arguments for such a rule-based analysis under scrutiny, and presents evidence that the linguistic component provided by count-mass syntax leaves a more underspecified semantic output than is usually acknowledged by rule-based theories. The paper develops and argues for the positive view that count-mass polysemy is better given a lexical pragmatic analysis, which provides a more flexible and unified account. Treating count-mass syntax as a procedural constraint on NP referents, it is argued that a single, relevance-guided lexical pragmatic mechanism can cover the same ground as lexical rules, as well as those cases in which rule-based accounts need to appeal to pragmatics. EARLY ACCESS