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It's stupid on it's face.

Here's a mnemonic device to remember how contractions work.

If you take out the apostrophe and re-read the sentence, you'll recognize when an apostrophe is needed or misused.

In this case, it's is the contraction for it is. Therefore...

"It is stupid on it is face" is incorrect.

It's [it is] stupid on its face" is correct.

Carry on. ;-)
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