Apostrophical catastrophical

Monday, January 16, 2012
2:45 PM

Im outraged.

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Whats going on? It cant be true.

Waterstones is dropping its apostrophe in order to reflect a “truer” and confident picture of the business.

The companys managing director James Daunt said dropping the apostrophe would make the brand more versatile in the digital age of communication.

Yes, lets all default to the lowest common denominator and kowtow to a techno generation of grammatical illiterates. Its progress.

The discarded apostrophe reflected the fact the chain had been founded by Tim Waterstone. Daunt said: “Waterstones without an apostrophe is, in a digital world of URLs and email addresses, a more versatile and practical spelling.”

NB: For the purposes of appeasing my irritation, this piece has been written without the aid of apostrophes. I have decided to stockpile them in case they run out entirely.

When they have all disappeared, Ill bring them out and reminisce about the old day’s. (Couldnt resist it, sorry)

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