Here's why people often think quoting with Google doesn't work when it really does (I've looked a huge number of these reports). 1) We match ALT text 2) We match text not readily visible, such as in a menu or small text 3) Page has changed since we indexed it 4) Punctuation...
Punctuation comes into play if you did a quoted search like "dog cat" and there's text that says "dog, cat" then we'll see that without the punctuation. That doesn't seem a major issue but we're looking at if we could improve there.
And...as noted in another reply below, in the first result, if you look at the cached page that shows the ENTIRE page that we indexed (rather than the paginated version you land on), there's this text:
quotes, don-t-give-up-the-fight
with when you remove the punctation, is the match:
quotes dont give
And I get that this can be frustrating, that we don't consider punctation in a quoted search. That's not a new change, however. It's been that way for ages. But as I also said, it's something we might revisit.