We have a language that is full of ambiguities; we have a way of expressing ourselves that is often complex and elusive, poetic and modulated; all our thoughts can be rendered with absolute clarity if we bother to put the right dots and squiggles between the words in the right places. Proper punctuation is both the sign and the cause of clear thinking. If it goes, the degree of intellectual impoverishment we face is unimaginable.

When you by nature subscribe to the view that everyone except yourself is a berk or a wanker, it is hard to bond with anybody in any rational common cause.

Don't pessimism and caution naturally go hand in hand?

For any true stickler, you see, the sight of the plural word “Book’s” with an apostrophe in it will trigger a ghastly private emotional process similar to the stages of bereavement, though greatly accelerated. First there is shock. Within seconds, shock gives way to disbelief, disbelief to pain, and pain to anger. Finally (and this is where the analogy breaks down), anger gives way to a righteous urge to perpetrate an act of criminal damage with the aid of a permanent marker.

As someone who sends texts messages more or less non-stop, I enjoy one particular aspect of texting more than anything else: that it is possible to sit in a crowded railway carriage laboriously spelling out quite long words in full, and using an enormous amount of punctuation, without anyone being aware of how outrageously subversive I am being.

The rule is: the word 'it's' (with apostrophe) stands for 'it is' or 'it has'. If the word does not stand for 'it is' or 'it has' then what you require is 'its'. This is extremely easy to grasp. Getting your itses mixed up is the greatest solecism in the world of punctuation. No matter that you have a PhD and have read all of Henry James twice. If you still persist in writing, 'Good food at it's best', you deserve to be struck by lightning, hacked up on the spot and buried in an unmarked grave.

If you still persist in writing, "Good food at it's best", you deserve to be struck by lightning, hacked up on the spot and buried in an unmarked grave.