Ambiguously ironic superfluous grocer's apo'strophe

Alice spotted this coffee cart from the (above average) London coffee chain Apostrophe, which includes a superfluous apostrophe. It's either ironic or too clever by far.

Oh the irony.

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nixiebunny

The meaning rides on the invisible word: “great taste on it is way [cool]“.
http://twitter.com/digitalArtform Joseph Francis

Its funny!
Petzl

Perhaps the chain should be called Typo’s.
SoItBegins

“Its” too clever by half is what it is.
technobach

It’s a hipster version of an umlaut.
chipsandchips

I see a little push along cart.
- chipsandchips
  
  Within a little push along cart I mean.
Wreckrob8

A final apostrophe would have been equally ironic but much much cooler. This just makes me think it’s a wrongly placed Greek accent.
- DewiMorgan
  
  You’re looking in the wrong place. Look lower.
PaulMorel

You all think too hard. It’s supposed to look like a smile with a tongue licking the lips. kind of like :-d

EDIT: Oh, I see it now … lol.
paul_leader

People seem to be missing the funny here.

It’s not the wonky apostrophe above the “o”, that’s just part of the logo.

It’s the apostrophe in the “great taste on it’s way”.
http://twitter.com/writebastard Ian Wood

Cement is more interesting than people think.
EH

That’s what’s known as a $5 cupcake.
http://www.facebook.com/people/Rob-Hobson/718810215 Rob Hobson

“It’s either ironic or too clever by far.”

I’m not sure I can parse the difference.
http://germanwotd.com Amelia_G

Is that a grocer’s or a grocers’ apostrophe?
http://twitter.com/GaspardWinckler Joe McNally

Their website currently features a competition to win tickets to the National Theatre to see Lenny Henry in “The Comedy Errors”. Hmm.
peterkvt80

I’m not going to accuse Apostrophe of being too clever. If you choose a name like that then sooner or later you will get an ironic blunder. I did read some reviews of the place. My favourite quote was “the food is not to be sniffed at”.
http://boingboing.net/ The Life Of Bryan

Is that an apostrophe or a foot mark in “it’s”? I can’t quite tell from the photo. If so, that would be even more ironic (for certain values of irony that may or may not involve rain on your wedding day).

And I believe that from this day forward I shall refer to the foot mark as the Sears Apostrophe.
DevinC

My love of cleverness and wordplay here is overwhelmed by the fact that misplaced apostrophes make my brain itch.
ChickieD

When I was a kid in Birmingham, AL (USA) there was a children’s clothing store that was all the rage with the upper crust crowd called “Your Kidding.” The title without an apostrophe was such a head scratcher. Did they mean it to be a clever play on “Your kids”? I could never figure it out. This to me is like that.
http://artdonovan.typepad.com Art

I’m just happy that we’re still literate enough to discuss the proper placement of punctuation :)
- retepslluerb
  
  You forgot the period at the end of you sentence. :-)
http://evilbobdayjob.blogspot.com/ Deidzoeb

If they extend the franchise to the Southern US, they could make it work:
apostrophe y’all
abinocoe

That just fills me with impotent rage, all the poor poor stupid people will think it’s correct.
jimh

Because of the convenience of the sidewalk carts, I prefer:
“Great taste on you’re way!”
http://www.facebook.com/janjamm Jan Angevine

It’s a its.
Teller

Let’s admit defeat and just move to ITZ for both versions. wtf, right?
teapot

Reminds me of this:

http://explosm.net/db/files/Comics/guest6/CRW_jay_a_reaction.png