Some fucking dick in the Waterstone’s marketing department thinks the apostrophe is an inconvenience in the digital age.
Yeah sure it is in a url, but we all know that urls don’t need punctuation and everyone, even Lynne Truss, will live with that.
However, to use that as an excuse to rebrand Waterstone’s as Waterstones is absurd.
It’s a fucking bookshop.
It should be the last bastion of proper syntax for fuck sake.
It is utterly unforgiveable.
It’s like the Driving Standards Agency hiring blind people to take driving tests.
Before you know it we’ll have section’s for biographys, comic’s, childrens book’s, and busine’ss section’s.
Or is that bastards’ or bastards or bastard’s or bas’tards or bas’tard’s or bas’tard’s’
I give up. In apoplexy.