I would have to say that it does help people in the long run. At least the people who work there from having to read the sign to people or explain to customers last minute at the register after they have already rang up a cart full of groceries.
You know how people say, "If you're going to live in this country, learn the language"? Well I think it should be true not just for English. Like, if you're visiting Mexico, what if they didn't have any English signs? What if it was all in Spanish and for some reason you're in Mexico and don't know a word of Spanish? It wouldn't be fair, right? So I think that having signs like this is fair and helpful. It's more about showing respect more than anything else.