What “deeper level”? You're saying the writer doesn’t know the difference between the actual words its and it’s? That he mistakenly writes “it’s tires are flat” because he thinks it's OK to say “it is tires are flat”? Of course you don’t think that. Sometimes a mixup — reign in for rein in — could be either a simple spelling goof or a genuine confusion (resulting in an eggcornish reinterpretation of the metaphor). Not so with its and it’s. We could drop the apostrophe entirely and we’d still know which was which, because in fact we don't confuse them grammatically.