P.S. to the apostrophe

Last year, Waterstones, that well-known chain of book stores splashed out on a new piece of equipment- a white flag and raised it in the ongoing battle with the buying public who apparently can't cope with using apostrophes correctly.
Waterstone's (as they used to be called) chain of stores are now the only one left in the UK.
This is a slightly old story you might say but I'm just interested in the moral outrage it caused at the time and where it's gone now. Has the world ended? Was this the slippery slope that led to Sainsbury's and McDonald's also ditching the pesky squiggle? Well, not yet.
So what's the driver behind the move? Laziness? Stupidity? Well, perhaps some but it's really all about technology and email/website addresses, which don't think like our English teachers would like us to.
The vocal moral guardians ignore the fact that languages change over time (spelling, syntax, vocab, the lot) & maybe we're just on the cusp of a major change as tech penetrates our lives more and more. Maybe we should embrace it rather than get umpty. Or is it indicative of moral decay? Wadja fink?