Mr Richards started the society after seeing the "same mistakes over and over again". He wanted to highlight people's mistakes and get people to end the misuse of the apostrophe. He said he hoped half a dozen people would join him in his quest, but was heartened by the support he received worldwide. He received 500 letters from all over the world within a month of starting the website. Mr Richards' biggest beef was not people misusing the apostrophe, but people not using it at all. He called out big companies for this. In the UK, companies like Lloyds Bank and the bookstore Waterstones dispensed with the apostrophe in their names. Maybe Mr Richards was happy with the burger chain McDonald's.
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