"The confusion of the possessive 'its'...with the contractive 'it's'...is an unequivocal sign of illiteracy and sets off a simple Pavlovian 'kill' response in the average stickler... Getting your itses [sic] mixed up is the greatest solecism in the world of punctuation... If you still persist in writing, 'Good food at it's best', [sic] you deserve to be struck by lightning, hacked up on the spot and buried in an unmarked grave." ??