Besides single quoutes and double quotes, there is a third way of delimiting strings in lots of programming languages: Heredocs
How it works
Basically the content is prepended with two (or in some languages more)
<, followed by a delimiter string (that should only be used in the content when escaped). Next is the content itself, which ends when the delimiter string follows again on a new line.
The cool thing is, you need to escape neither single nor double quotes in a here doc.
When starting a here doc in Ruby
<<TEXT, it literally means that the string content starts on the next line and ends when
TEXT is the sole content on a line.
This makes it actually possible to start a here doc and have its content (which follows beginning the next line) interpolated at the here doc starting point.