This is a mechanical change to rb-site that updates the code styling

around strings, switching some to single quotes and putting blocks of

strings on their own level, indented from the function call.
No actual string content has changed yet. Upcoming changes will refine

some of the text and switch over to the new Console API.
Some parts of the code have not been updated, as they'll be part of more

extensive rewrites.

Ran through rb-site install and rb-site upgrade. Didn't see any issues

with generated strings.