it's not grammatically incorrect - but it's more like saying:-tomos
No, Curt is correct. "it's" is the contraction of "it is" while "its" is the possessive form of "it". Given that....
dBpoweramp integrates it's true self with Windows Explorer
or
dBpoweramp integrates it's "consciousness of it's own being or identity" with Windows Explorer
or
dBpoweramp integrates it's "total, essential, or particular being" with Windows Explorer
translate to...
"dBpoweramp integrates it is true self with Windows Explorer
and
"dBpoweramp integrates it is "consciousness of its own being or identity" with Windows Explorer
and
"dBpoweramp integrates it is "total, essential, or particular being" with Windows Explorer
...and those statements just do not make sense. If the web site had said "its self" I'd be inclined to agree with you that it was just awkward wording. The apostrophe, however, makes it incorrect.