Those unable to understand apostrophe rules usually employ the mark for all plurals. A good friend's housewarming gift was a beautiful sign (from a company online)reading "The Strong's." I'm trying to figure out how to retouch it.

The most extreme example I've ever seen, right here in Fulton County, Illinois, was a hand-lettered ad: "Melon's." A hundred feet farther: "Cide'r."

Honest to God.