I was amused on a recent shopping trip when I found the following sign throughout the aisles of a national-chain shoe store. It's not funny, for sure, because of the chain of people who looked at this sign and then decided to hang it anyway: the slogan writer, sign designer, printer, national marketing manager, store manager, and each and every employee in that store.

The errant apostrophe was too good—not to mention obvious—to not share here.




In case you're not sure what's up, that it's should be its. That last line reads "And it is identical twin" as it stands. The apostrophe isn't possessive in the case of it's/its.