It's not something that erases easily

CBS Sports: http://eye-on-collegefootball.blogs.cbssports.com/mcc/blogs/entry/24156338/31925086
Mr. Rewrite's place of employment, a rather large institution of higher learning, seems to have a good football team this season. A big part of the team's success to date is the play of its quarterback.

Mr. Rewrite hopes the quarterback is getting a fine education at this rather large institution of higher learning, one emphasizing grammar and usage basics such as the difference between its and it's. Then when he gets a sweet NFL contract he can pay someone to correct the error CBS Sports found tattoed on his inner arm:

Live life to it's fullest

Oy vay. It's going to be a long season.

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