The whole thing about possessive apostrophes (which abound) is that so few people currently have a grasp of the use of the possessive adjectives Its, His, Hers, which are ancient and need no apostrophes to possess anything. These three are not nouns. Nouns require apostrophes to form possessives.
I expect that the problem can be best remedied by what I look forward to seeing in this enlightened age: towels sold in supermarkets with all three of those possessive adjectives colorfully embroidered with focus-group-selected appropriate typefaces.
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