I ventured into my dealer for the first time in, ooh, about five years yesterday. I bought a new Earset 3i which I'm very pleased with, having been crying out for a B&O earset with a volume control for some time.

I took the opportunity to pick up the latest catalogue. I'd forgotten the guilty pleasure of leafing through the glossy pages, fantasising about my next big B&O purchase.

A gatefold cover - 'Fancy!', I thought, as I opened it up and began to read the opening blurb, only to be greeted by three examples of superfluous apostrophe syndrome:

"Insightful advice, product installation, after sales service, and the how's, why's and wherefore's are answered usually before you have time to pose a question. Should you ever need to."

My mother would have had her red pen out in a flash, correcting this sloppy work. Plurals do not deserve apostrophes, Bang and Olufsen.

See me after class!