Style clean-up and small refactors

Hi there,

This is mostly a cosmetic PR and small refactoring to clean up styles according to the [Ruby Style Guide](https://github.com/bbatsov/ruby-style-guide). I find this much easier to read that what Hound suggests (single quoted strings, for example). Feedback welcome.
I prefer the aligned version here. That said, it's not a strong opinion but just what I prefer.