I went to Stew Leonard’s! to do some research on a project for my new book, and came across a sign for some goat’s milk cheese they were selling.
The cheese costs $11.99. Not $11.99 a pound, just $11.99. Hard to tell the exact weight, but it looked like about 5 ounces. Figure more than $30 a pound, easy.
Just above it was a little sign explaining why you should buy this sophisticated cheese. The sign wasn’t handwritten, so it was less than reassuring or charming to discover that the writer had misused there (instead of their) and it’s (instead of its).
When you’re selling sophistication, spelling counts. (Unless of course the sign had been hand-written in a way that made it clear that the writer was using her second language–where French was the first language!)