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.
Lynne TrussI am not against marriage. I lived with someone for 11 years. But we weren't in love, and I thought that was quite important.
Lynne TrussBrackets come in various shapes, types and names: 1 round brackets (which we call brackets, and the Americans call parentheses) 2 square brackets [which we call square brackets, and the Americans call brackets]
Lynne TrussOh, the illusion of choice in the modern world - don't get me started. But don't you agree that the Internet has softened our brains and made us forget that 'choice' used to mean something different from selecting options from menus?
Lynne TrussPanda. Large black-and-white bear-like mammal, native to China. Eats, shoots and leaves.
Lynne TrussI used to help my dad with a stall selling eggs when I was about 12. People were so hard up they would ask for one egg. But mostly no one came by at all. It was very demoralising.
Lynne TrussFor 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.
Lynne Truss