Please stop making this mistake people... It drives me nuts, especially when coming from the self-proclaimed writers on the board (i.e. his royal Kent-ness). And no, I have nothing more important to talk about...

Its or It's?  Its: The possessive form of the pronoun it is never written with an apostrophe, e.g., . . . read the book. "Its title is . . ." or, "What is its value?" It's: contractions of it is and it has. It's time to go. It's been great. Its or It's?  Its: The possessive form of the pronoun it is never written with an apostrophe, e.g., . . . read the book. "Its title is . . ." or, "What is its value?" It's: contractions of it is and it has. It's time to go. It's been great.