"The most fresh salmon"

[Dan Goodman]

This phrase ("the most fresh salmon") is from the current Cub Foods
coupon book (Twin Cities area of Minnesota).   Presumably, it was
checked by a copyeditor and passed as correct.

Recently, I've been seeing (for example) "more simple" rather than
"simpler".  Am I seeing:

1) A change in the rules of American English or

2) An aberration restricted to copyeditors or

3) ?