Okay, I've had it. Now listen up:
I've just read my 4,957th otherwise-intelligent and articulate Christian blogger misusing the word "it's," when he should have used "its."
It's not that hard.
If you want to use a pronoun, use "its." "Its" means "belonging to it." As in, "I put the TNIV back in its place, and left the bookstore, shaking my head in disgust."
ONLY use "it's" when you mean "it is." It's a contraction; it's short for "it is." As in, "All Christians should reject the TNIV roundly, since it's such an illegitimate monstrosity."
You don't write "hi's" when you mean "belonging to him," and you don't use "her's" when you mean "belonging to her." (Or I dearly hope you don't.)
So stop using "it's" when you mean "belonging to it."
Okay? Got that?
Just stop it!
That is all.
PS -- don't even get me started on the use of "their" (plural possessive pronoun) as a gutless, unthinking, PC-substitute for "he" (singular possessive pronoun) -- as in, "Everyone [get that -- "every one -- every single one] should read their [belonging to more than one] Bible."