CoffeeScript preferred styles

Use `@` instead of `this` for scoping

Prefer double quotes to preserve interpolation, allow for more complex strings,  make selectors easier to read and for overall consistency.
* `$("[data-role='title']")` or `$("input[type='text']")`
* `"Isn't this nice?"`
* `"It is #{nice}"`
I like 'Prefer `@` to `this`' (suggestion from @drapergeek )