OK people, you know who you are. For one more farking time, "it's" is a contraction for "it is" and "its" is a possessive. GET IT RIGHT! It's (notice the correct usage) really quite simple. But no, you have to make mistakes everywhere, on official documents, on movie ads... Is it that hard??? It's and its. I know they sound similar but you don't call your male offspring "sun," do you?? The apostrophe lets you know that there's something extra in "it's" that makes it different than "its". That extra something might be, oh, I don't know, an "i". WHAT'S SO HARD ABOUT THAT?! To echo Mugato, I feel like I'm taking crazy pills!