That's how it has been here in Norway for years. And recently producers have started adding phrases like "ofte gode etter", "and often good after" together with See, Smell, Taste.

There will typically only be one date and it will have text specifying whether it is "Best Before End" for things that simply decline in quality such as milk and vegetables and "Use By" for things that go bad in ways that will be harmful such as meat.

It seems to me like a quibe about verbage. I suppose "sell by" could be interpreted as a supplier telling a store what to do with their own goods. But on the other hand, the supplier has a brand on those goods and has a significant interest in protecting the brand.

I’d prefer just one date: “Use By”. If something is still safe to eat but doesn’t taste great anymore, then that’s past the Use By mark for me.

From a consumer standpoint, yes.

From a company-who-abuses-best-by-dates-to-sell-more-product standpoint it's very controversial.