You're assuming its vs it's is always due to lack of knowledge. Sometimes it's just a brainfart. I noticed today that I had sent an email that used the wrong f

You're assuming its vs it's is always due to lack of knowledge. Sometimes it's just a brainfart. I noticed today that I had sent an email that used the wrong form of "to" ("too" instead). This isn't because I don't know English. It's just that what came out of my fingers was wrong. Mea culpa, it happens. The way English uses the apostrophe is especially tedious and offers no value: it'd be no real shame if the distinction between "its" and "it's" disappeared over time, just like English lost gendered nouns and words like thy and thine.