Nobbys Beach.

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What do they have in mind? Also, misuse of the Apostrophe is not unknown and comment about this is seen in the columns of the Sydney Morning Herald and strange examples make their way into collections.
I'd be the first to admit to my uncertainty about both punctuation and expression but while I am locked in this 'zone of proximal development' (Vygotsky) and in haphazardness, I notice more points now about the written word. I believe the apostrophe is omitted from place names, for example, Nobbys Beach.