I'm being an idiot.
Someone cut and pasted some text from microsoft word into my lovely html files.
I now have these unicode characters instead of regular quote symbols, (i.e. quotes appear as <92> in the text)
I want to do a regex replace but I'm having trouble selecting them.
:%s/\u92/'/g
:%s/\u5C/'/g
:%s/\x92/'/g
:%s/\x5C/'/g
...all fail. My google-fu has failed me.