Actually, you've probably done that yourself, in a programming setting: integers modulo 2, where 1+1 = 0. It's useful in places and the consequences aren't too ridiculous in this case.
Following through figuring out the consequences of rule changes is a key thing mathematicians do. E.g. do we need this rule? What if this was weaker? What if this was reversed? What if we had this extra restriction?
I'd argue they do, numbers arise when counting and counting is definitely a part of our reality. It is pretty hard to imagine a universe where you can't count things.
On the contrary, it’s very interesting to explore the consequences of something we take for granted being actually wrong or unnecessary.
In such a universe, how is conscious thought even possible?
Not quite. Your parent post was about thinking beings being incapable of counting, unless I misinterpreted, not about the universe making it impossible for anyone to count. My analogy is that for a while our universe was one in which non-Euclidean geometry was unfathomable for at least one thinking species, although it clearly can be observed in the universe.
Counting is something that is deeply embedded in our evolutionary tree (some fish and frogs have a primitive ability to count). So of course it seems fundamental to us. But to me this is not a proof that you cannot think without being able to count in our familiar way.
For example, you could perhaps build a logical system using uncountable quantities and still get something out of it. Like some fish which are able to see which school is bigger and base decisions on this without being able to count.
It's like imagining a universe where True == False. It's not a hypothetical, it's a logical impossibility.
True == False does seem pretty broken though. Not sure that can go anywhere.