I guess it's just a stylistic choice in the end, but when we set up our own internal/informal style guide, my teammate and I spent a little while trying to come up with a justification for single vs double quotes. We ended up choosing double quotes based on the fact that JSON already made that decision for us: it requires strings be double-quoted.
(Although again, it's far from an important matter, as long as you're consistent), anybody has interesting rationales to share in favor of single quotes?