This review may contain spoilers.

Below is the header for a user review of an episode of Futurama that was posted on imdb.com:

Tries to do too much in its' short runtime, but it does have its' moments.

24 June 2011 | by Robert (United Kingdom) – See all my reviews

*** This review may contain spoilers ***

Spoiler! "Its'" (note the apostrophe after the "s") is not a word! Because "it" is always going to be singular! As soon as you get more than one "it" in a room, you suddenly have a room full of "they". And that's just how "it" works. It is a common mistake (I do it accidentally all the time) to write "it's" instead of "its", because we are used to the idea that to make something possessive, we need to add an apostrophe and an "s" to the end of it. So when we want to tweet about how amazing our new bike helmet is, and all about our new bike helmet's amazing properties, we will often tweet thus: "My new bike helmet is amazing, as are it's properties! <3" (That last symbol is, apparently, a heart. To me, it looks mostly like a "less than" sign in Math and a number three. Or a pair of testicles. Either way, it makes me a bit uncomfortable.)

If we tweeted this, someone would hopefully call us out and remind us that, because "it is" can be contracted to "it's", the possessive of "it" does not use an apostrophe. And we would probably get frustrated and complain that that rule just doesn't make sense. And they would tell us that they're sorry, but that's just the way English is. It's like this fancy, exclusive club where we do a lot of things that don't make sense, and even though some villager in Tahiti might speak a language whose rules are much more practical and uniform, good luck raising your standard of living to a "first world" level, villager, because to do that, it would really be best if you spoke English.

But I digress. I digress all the time. My brain is basically in a constant state of digression. Whatever. The point of this post is to applaud the innovative efforts of Robert of the United Kingdom to make "it" possessive. It is clear by the strategy he adopted that he knew that "it's" is not correct. So he went big and moved the apostrophe around to the other side of the "s". Definitely a bold move. He should have thrown the apostrophe out all together, but his boldness must be admired.