Many people have trouble keeping track of the difference between ‘its’ and ‘it's’. Given the prevalence of the possessive apostrophe in English, that's sort of understandable. Well, when it comes to the illiterate, at least, and those whose jobs don't rely on proper spelling and grammar.
But I never want to see the two mixed up in (semi-)reputable news publications, even online ones, ever again. (Huffington Post and NYTimes, I'm looking at you.)
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