WNW: Much vs Many

This week's WNW is a reader question asking me to help her children understand the difference between much and many.
If you know the difference between less and fewer, you already know the answer: it all boils down to non-count nouns and count nouns.
In other words: Are you referring to stuff of a general quantity or to something you can actually count, such as on your fingers?
Examples:
A NON-COUNT NOUN: TIMEYou can't count time. It's a general noun. You can say you spent a lot of time or a...