TIL: Bash doesn't do backslash escaping of single quotes in a single quote string. e.g.
```
echo 'don\'t'
```
does not work. So instead, you want to chain single and double quoted strings like so:
```
echo 'don'"'"'t'
```
(if that's visually hard to parse, the middle part is <SQ> <DQ> <SQ> <DQ> <SQ>)

h/t to gcb on SO for this: https://stackoverflow.com/questions/1250079/how-to-escape-single-quotes-within-single-quoted-strings