“With all the gratuitous over-use of apostrophes, I was surprised to see a case where a needed apostrophe was actually MISSING. (From the Atlanta Furniture Market in fabulous Gwinnett County.)”
(Thanks, Amber!)
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I’d let this one slide because those stick-on letters don’t always provide the best punctuation options. A person could create an apostrophe by cutting apart one of the spare stickers, but it could end up a real mess if the person isn’t artistically inclined.
…or they could have written “WHAT IS” instead.
True.