Can we all agree that these grammar rules refer mainly to written language? Who here can hear the difference between “its” and “it’s” when spoken? In a vain and deluded attempt to regulate the most dynamic language on the planet, we get rules like “don’t split infinitives”, but honestly, splitting an infinitive doesn’t necessarily change the MEANING of the sentence; however, misusing “your” or “you’re” does change the meaning. If language is about anything, it’s about meaning. So, in conclusion: doesn’t change meaning, no big deal; changes meaning, bad, learn the rule.