Its? It's stupid!
If you see the sentence, "It's its." written down, it's unambiguous which its is it's.
If you hear its, which its is its? It's much harder to tell!
Just another way that spoken and written English differ.
Cheers,
Ben
I have come to believe that idealism without discipline is a quick road to disaster, while discipline without idealism is pointless. -- Aaron Ward (my brother)