Smart Quotes
http://www.itcfonts.com/Ulc/2811/SmartQuotes.htm

Strizver, Ilene
Upper and lowercase Magazine
2002

Abstract:

One of the most irritating typographic faux pas is the use of straight quotation marks (also called ‘dumb’ quotes) instead of true typographic quotation marks (‘smart’ or ‘curly’ quotes). How did this dumb-versus-smart muddle begin? Blame the engineers: the standard keyboard layout (which was not created by typographers!) has straight quotes in place of real quotes. As designers, it’s our job to use our ‘smarts’ to work around this all-too-common problem.