[WIP] Automatic gettext calls on static texts in HAML

The **haml-magic-translations** gem automatically calls `_()` on all static texts in HAML files.
For string extraction see: https://github.com/potager/haml-magic-translations#extracting-strings-and-merging-translations
Are we escaping the single quote?  Why?  And what does that really long conditional on line 12 mean?