Fix email validation error I18n symbol lookup

And include %{value} for interpolation in validation messages.
If not specifying a custom validation message or symbol this
will now use the same error message as rails' format validator.

This is the proper fix for the issue mentioned in PR #2364.

Fixes #2729
fix token field data to allow ' in the product name. Fails if product name is ex. "70's T-Shirt"

Fixes #2811