I was about to complain about the constant, ubiquitous and severely annoying (for me) confusion between "it's" and "its". I'm finding it more and more, everyday and everywhere, in articles and posts. People, what's so difficult about it? "It's" === "it is". Therefore, "it's own" === "it is own"; "it's merit" === "it is merit". You can work out the rest.
"Its, without an apostrophe, is the possessive of the pronoun it. It’s, with an apostrophe, is a contraction of it is or it has. If you’re not sure which spelling to use, try replacing it with it is or it has. If neither of those phrases works in its place, then its is the word you’re looking for."
