It seems totally reasonable that using an escape slash would make
apostrophes in words work, but the translation system works in
mysterious ways that do not include supporting that. I've used backticks
as a third quote type to escape everything in a way that both
javascript and gettext understand.
While I was there I split up some strings that have more complicated
html in them, since that can be fragile when passed through translation,
and confusing for translators.
To make it harder to accidentally mess up the tour when making changes to pages, this commit adds ids with 'tour' prefixes to (nearly) all elements used by the guided tour as anchor points. The exception is where an element already had an id that is being used by something else in Bookwyrm.
Some minor changes also made to clean up the wording of the tour.
