Does a misplaced or missing apostrophe matter? At Deep, we think it does, but the announcement by the Apostrophe Protection Society that it’s giving up its campaign to promote the proper use of the apostrophe seems to indicate we’re in something of a minority. According to a story on the BBC, as he threw in the towel, the organisation’s frustrated founder John Richards said: "We have done our best but the ignorance and laziness present in modern times have won." He may be right, but here at Deep, we’re going to continue to do our bit to try and keep this humble, multi-purpose punctuation mark from becoming totally extinct. The handy, tadpole-like symbol can be used to form possessives and contractions.