Open-world object counting remains brittle: despite rapid advances in vision-language models (VLMs), reliably counting the objects a user intends is far from solved. We argue that a central reason is that counting granularity is left implicit; users may refer to a specific identity, an attribute, an instance type, a category, or an abstract concept, yet most methods treat "what to count" as a single, category-level matching problem. In this work, we redefine open-world counting as multi-grained counting, where visual exemplars specify target appearance and fine-grained text, with optional negative prompts, specifies the intended semantic granularity across five explicit levels. Making granularity explicit, however, exposes a critical data bottleneck: existing counting datasets lack the multi-category scenes, controlled distractors, and instance-level annotations needed to verify fine-grained prompt semantics. To address this, we propose the first fully automatic data-scaling pipeline that integrates controllable 3D synthesis with consistent image editing and VLM-based filtering, and use it to construct KubriCount, the largest and most comprehensively annotated counting dataset to date, supporting both training and multi-grained evaluation. Systematic benchmarking reveals that both multimodal large language models and specialist counting models exhibit severe prompt-following failures under fine-grained distinctions. Motivated by these findings, we train HieraCount, a multi-grained counting model that jointly leverages text and visual exemplars as complementary target specifications. HieraCount substantially improves multi-grained counting accuracy and generalizes robustly to challenging real-world scenarios. The project page is available here: https://verg-avesta.github.io/KubriCount/.