On an extreme tangent; it's, its follows the punctuation rules for singular 3rd person pronouns it's is a contraction of it+is; e.g. it's good = it is good, c.

On an extreme tangent; it's, its follows the punctuation rules for singular 3rd person pronouns it's is a contraction of it+is; e.g. it's good = it is good, c.f. he's good = he is good, she's good = she is good. its is the possessive; e.g. its mouth is open, c.f. his mouth is open, her mouth is open. (ours, yours, theirs) The consistent misuse of punctuation had been pretty jarring.