Apostrophes - a couple of rules

Like commas, apostrophes have a ton of rules, but I was reminded of a couple when I read a great blog today. 

Here are those two rules:

Many moms are against it, too, but that's not my problem with this shirt.

Do NOT use an apostrophe as a replacement for a plural. Seriously. That's just silly.

Dad's Against Daughter's Dating. Really?
Normally I'd be all up in arms about capitalizing every letter, but the reason for this is they're trying to create that D.A.D.D. idea, so I'll let it go ... this time.

I suppose there are a few ways this could have been done, but neither includes an apostrophe replacing a plural.
1. Dads Against Daughters Dating.
2. Dads Against Daughter's Dating (meaning the dad is against the fact that his one daughter is dating)
3. Dads Against Daughters' Dating (meaning the dad is against the fact that his multiple daughters are dating)

Once again, I'm not a fan of capitalizing willy-nilly, but marketing takes advantage of these things sometimes, figuring a capital letter might give it more of an impact. Whatever. I'm not going to whine about that today.

But I do have a complaint, obviously. Loyal followers of this blog will pick up on the problem here right away, because I know I did an "its/it's" blog a while back. 

What this sign says, in fact, is: 
Building On It Is Heritage Shaping It Is Future.

Do not use It's as a possessive or a plural. Its only job is to replace the "i" in Is.

There should also be a period, comma, or semi-colon after Heritage, but I'm kind of skipping over that.

Proper form:
Building on its heritage; shaping its future.