[ It’s Performance Is Like Molasses ]

The "it's vs its" fight's dilation is overdue: I knew that it was going to become a grammar mistake spreading throughout, reaching almost every pseudo-professional writer...

I guessed that anybody criticizing the trend towards the unnecessary apostrophe would be: either considered a grammar nazi; or their own writing being extraordinarily examined for mistakes (as a punishment for their criticism).

As a non-native speaker, my language credentials may be slim, but I can't really stand the -quite widespread- extra apostrophe when it's a possessive "its". The reversal, though, doesnt bother me that much. I guess that it's about character conservation.