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.
Not a big fan of this. Is this from a style guide or something common that I missed all those years? It could totally be the case...but not convinced at first. Either provide me with a style guide link or revert that change please. :grinning: