Don't use shell quoting characters in release name.
    
    While this doesn't solve unicode-releated problems with /etc/os-release
    or /etc/fedora-release, for example, it does mean that we won't have
    problems with parsing this through shell scripts, which we do quite
    often.
    
    This uses /Punctuation apostrophe/, U+2019, which is the preferred
    unicode character for a displayed apostrophe, as opposed to /typewriter
    apostrophe/, U=0027, which is also the shell quote character.
    
    Signed-off-by: Peter Jones <pjones@redhat.com>
    Reviewed-by: Adam Jackson <ajax@redhat.com>