Oh no, you just pushed one of my HOT buttons.

Jim, it's/its is one of my pet peeves too. I have many.

Yesterday, I was searching for a similar common word (with apostrophe) in the Kindle version of my husband's book. It didn't show up, and I thought that was because I had encoded the apostrophe as
’ (curly single quotation mark) in the HTML. But then I searched for the same word in another book (that has
straight single quotation marks) and it didn't show up there either. I was confused by those results. Thanks for asking the question!