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 one line version. I tend to try to wrap at 80 characters, but I am flexible with this up to ~ 100 or 120...thoughts?