The Duff CEO with a Windows-Logo on his forehead: "Gamers use Windows because of its' user experience not our de facto monopoly."
Next Image: Duff CEO with Windows-Logo in front of a "Out of Business" sign. Subtitle: "30 minutes after SteamOS is released"
Edit: Yo, I'm not saying this is gonna happen. I just want to say that Windew's UX sucks ass.
That I believe is only for plurals, such as:
(one) cat's paw vs (multiple) cats' paws
It, however, is not a plural, otherwise it would be "they". Though I must admit I've probably made the same mistake myself.