Did you know there's an Apostrophe Protection Society? No, neither did I but boy am I being careful typing this out. The society's chairman, John Richards, is incandescent - not surprisingly - that Waterstone's are becoming Waterstones. Apparently, that apostrophe is troublesome and out of keeping with our current digital age. 

“Waterstones without an apostrophe is, in a digital world of URLs and email addresses, a more versatile and practical spelling,” said Mr Daunt.

Signwriters nationwide are probably rubbing their hands together and waiting for similar updating elsewhere that will require their services.