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've used it for passing the instance itself. I got used to it, but I'd really just prefer to have a guideline.

I do think that "Always use `@`" is a simpler guideline, which has value.