I have no problem remembering the rule, I absolutely recognize it immediately every time I see a misuse in someone else's writing.
The problem is, my brain wants to be able to do substitution of "<named-thing>'s" to "<it>'s", as if the pronoun were a variable and thus amenable to substitution wherever the name of the thing itself could be used, so without noticing it often comes out (after substitution) as "it's".
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[ 2.7 ms ] story [ 20.2 ms ] threadhttp://www.angryflower.com/itsits.gif
The problem is, my brain wants to be able to do substitution of "<named-thing>'s" to "<it>'s", as if the pronoun were a variable and thus amenable to substitution wherever the name of the thing itself could be used, so without noticing it often comes out (after substitution) as "it's".