Oops. While I was in Rome, SA delivered a quick commercial to our client with an apostrophe missing in the subtitle of the word “Let’s”. By the time the spelling mistake was discovered, the spot had a quarter of a million views on YouTube and it therefore wouldn’t be practical to remove it. So far nobody has mentioned the omission. Except me, here. Shhhh.
Then, I caught this Library Newsletter that had also made an apostrophe error, apparently adding the apostophe that we’d mistakenly omitted to to a place where it doesn’t belong in “ricochets”.
Lets Let’s all be more careful about apostrophe’s apostrophes.