“If this satanic sprinkling of redundant apostrophes causes no little gasp of horror or quickening of the pulse, you should probably put down this book. By all means congratulate yourself that you are not a pedant or even a stickler; that you are happily equipped to live in a world of plummeting punctuation standards; but just don't bother to go any further.”

“To those who care about punctuation, a sentence such as "Thank God its Friday" (without the apostrophe) rouses feelings not only of despair but of violence. The confusion of the possessive "its" (no apostrophe) with the contractive "it's" (with apostrophe) is an unequivocal signal of illiteracy and sets off a Pavlovian "kill" response in the average stickler.”

“I mean, full stops are quite important, aren't they? Yet by contrast to the versatile apostrophe, they are stolid little chaps, to say the least. In fact one might dare to say that while the full stop is the lumpen male of the punctuation world (do one job at a time; do it well; forget about it instantly), the apostrophe is the frantically multi-tasking female, dotting hither and yon, and succumbing to burn-out from all the thankless effort.”

“Part of one's despair, of course, is that the world cares nothing for the little shocks endured by the sensitive stickler. While we look in horror at a badly punctuated sign, the world carries on around us, blind to our plight. We are like the little boy in The Sixth Sense who can see dead people, except that we can see dead punctuation. Whisper it in petrified little-boy tones: dead punctuation is invisible to everyone else -- yet we see it all the time. No one understands us seventh-sense people. They regard us as freaks. When we point out illiterate mistakes we are often aggressively instructed to "get a life" by people who, interestingly, display no evidence of having lives themselves. Naturally we become timid about making our insights known, in such inhospitable conditions. Being burned as a witch is not safely enough off the agenda.”

“For any true stickler, you see, the sight of the plural word “Book’s” with an apostrophe in it will trigger a ghastly private emotional process similar to the stages of bereavement, though greatly accelerated. First there is shock. Within seconds, shock gives way to disbelief, disbelief to pain, and pain to anger. Finally (and this is where the analogy breaks down), anger gives way to a righteous urge to perpetrate an act of criminal damage with the aid of a permanent marker.”

“The rule is: the word 'it's' (with apostrophe) stands for 'it is' or 'it has'. If the word does not stand for 'it is' or 'it has' then what you require is 'its'. This is extremely easy to grasp. Getting your itses mixed up is the greatest solecism in the world of punctuation. No matter that you have a PhD and have read all of Henry James twice. If you still persist in writing, 'Good food at it's best', you deserve to be struck by lightning, hacked up on the spot and buried in an unmarked grave.”

“We have a language that is full of ambiguities; we have a way of expressing ourselves that is often complex and elusive, poetic and modulated; all our thoughts can be rendered with absolute clarity if we bother to put the right dots and squiggles between the words in the right places. Proper punctuation is both the sign and the cause of clear thinking. If it goes, the degree of intellectual impoverishment we face is unimaginable.”