Monique"It's" vs. "Its" is confusing, because usually the apostrophe s usually denotes the possessive singular. If we would simply go back to using "his" instead of "its" as in "Love alone his watch is keeping," the confusion would disappear. I think it unlikely that I will win the world over to this idea, so in the meantime I will champion the pronunciation of mineralogy and genealogy as they are spelled and not as if they were minerology and geneology.