Carefully designed to make you look stupid
That’s the primary function of the apostrophe–to expose apostrophe ignorance.
You get no points for using one right, and lose big points when you market any idea while using them wrong. It doesn’t take long to check (especially in a headline or even worse, when designing a sign) and it’s worth it. The Marriott in Boston spent a fortune in interior decoration, and then decides to invent a whole new word.
Sincerely your’s, Seth.