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.

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.

No one else understands us 7th sense people. They regard us as freaks. When we point out illiterate mistakes, we are often aggressively instructed to 'get a life' by people who, interestingly, display no evidence of having lives themselves.

If we looked inside ourselves and remembered how insignificant we are, just for a couple of minutes a day, respect for other people would be an automatic result.

The idea of withholding a massive secret is obviously quite exciting to some people. It is also the basis of much classic drama, of course, from Sophocles onwards.

Texting is a fundamentally sneaky form of communication, which we should despise, but it is such a boon we don't care. We are all sneaks now.

We read privately, mentally listening to the author's voice and translating the writer's thoughts. The book remains static and fixed; the reader journeys through it.