A: Selective apostrophe misuse.
These cutely titled address books sit in a gift store in Davis Square:
Who does this? Who understands what a plural noun looks like, recognizes that there's no apostrophe--and then decides there must be an exception to the rule?
Copyeditor General's ruling: The correct spelling is exes, as in "I count among my exes many misguided souls who don't own dictionaries."
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