Present reader with smart apostrophes
    
    Originally, this repo would sometimes present the reader with U+0027
    APOSTROPHE for apostrophes and sometimes present the reader with U+2019
    RIGHT SINGLE QUOTATION MARK for apostrophes. This change makes it use
    U+2019 because that’s what Unicode recommends.
    
    See:
    
    - https://www.unicode.org/versions/Unicode13.0.0/ch06.pdf#G12411
    - https://www.unicode.org/charts/PDF/U0000.pdf#page=4