Right - They're talking about cheeses like parmesan reggiano, which are typically grated and used in small quantities. Nobody eats a pound of parm at a time, just like nobody eats black pepper by the pound.
Being the UK, I would imagine we're talking about cheddar, which occupies the lion's share of UK cheese production. Give me a good cheddar (Montgomery's is excellent), a nice bottle of wine, packet of biscuits and the complete series of The Thick Of It on BBC iPlayer and I'll do my level best to get through that pound.
