Here’s another candidate for a rule that will be gone in 20 years: the distinction between “its” and “it’s.” Everywhere, even in published material, the latter seems to be displacing the former.
And what with basal ganglia and contagious speech patterns, we’re probably all subconsciously learning to favor “it’s”. The more often we favor it (it’s), the more often we favor it.
One could even make a grammatical case for this displacement–one that doesn’t invoke the French! Possessive nouns get the apostrophe (“the cat’s pajamas”), so why not possessive pronouns*?