Ad Brochure Cannot Keep Its "Its" Straight

I'm still proofreading the ad brochure I mentioned in my last post, and I am wondering why people find it so difficult to distinguish between ITS (belonging to an IT) and IT'S ( short for IT IS or IT HAS). Brent Watson did a column about reverse mortgages and said this:

The nation's elderly population is at it's highest in history and will be that way over the next several years.

Whoops! This sentence calls for the possessive form (IT referring back to the population). The sentence should read this way:

The nation's elderly population is at its highest in history and will be that way over the next several years.

I'll share some more sentence gems from the reverse mortgages column tomorrow, but the Subaru ad at the back of the brochure contains this sentence:

It truly has a flagship sedan that offers better performance, passenger volume, fuel economy, and standard AWD at a better price than it's FWD competitors.

Whoops again! This sentence also calls for the possessive form (IT referring back to the sedan). The sentence should read this way:

It truly has a flagship sedan that offers better performance, passenger volume, fule economy, and standard AWD at a better price than its FWD competitors.