Typographically-correct apostrophes+quotation mark

[toastal]

While Pandoc and some Markdown renders can turn on typographic quotation marks & apostrophes, not all do—including the renderer provided by Microsoft GitHub. Due to the static nature of this document and where it’s usually going to be read, rendered on Microsoft GitHub, I believe it would be a better reading experience to use the correct symbols.

Changed the "hooks" → hooks as double quotation marks, aka scare quotes are for irony, and emphasis/italic is more appropriate.