The apostrophe plays a weak role in writing and none at all in speech.  That’s a problem.

Athen’s Pizza

          (Sign on restaurant in Jaffrey, NH)

Former copy editor John Richards has decided to surrender in his 20-year quest to promote correct (i.e., prescribed/codified) apostrophe usage.

Richards and like-minded crusaders are enraged by (i) use of the apostrophe in plurals and (ii) in possessive it’s (which I’ve seen many times on signs and websites and in print) and (iii) omission in other possessives where it does belong (Barclays).