The term "High End" needs to die. Long live Hi-Fidelity!

Alright, here's my "get off my lawn" gripe today.  Day after day, post after post, I see rampant misuse of "its" and "it's."

Not only here, but in e-mails, on the web, in the newspaper.

It's really easy.  "it's" = "it is."  "its" is the possessive form.

That dog is licking its wounds.

I'm going to wait until it's cooler outside.

Let's get more literate - please.

@viridian:  "Its a travesty!"
That one really did make me laugh out loud.