Peter Flynn wrote:

* Use a curly apostrophe b in the data, not a unidirectional one '

That is an interesting idea. However, I have two concerns with it:

1.That is changing the data. Isnbt there some kind of XML law which says, b/thou shall not change the data/b?

2.Although the left curly b might be appropriate for data like O'Neil,

it isnbt appropriate for data like this:
W H 'BUD' BARRON, /i.e./, W H bBUDbBARRON doesnbt seem right.

Of course not. You did not mention this case.
You need to use the correct open and close quotes.