The Grammar Police

The confusion of the possessive "its" (no apostrophe) with the contractive "it's" (with apostrophe) is an unequivocal signal of illiteracy and sets off a simple Pavlovian "kill" response to the average [grammar] stickler...This is extremely easy to grasp...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 Truss, Eats, Shoots & Leaves