Panko: I can honestly say that, that word or it's use, has and will, never come naturally to me.

Now there's another thing that has no logic and doesn't come naturally. It just is:

its and it's - when to use the apostrophe!
Yea, Yea. The rule is "missing" not "possessive" but there is no logic to resolve the two over-arching rules that conflict.
It's: its apostrophe just is!
Isn't it?