Using the backtick too much breaks up the flow of the text and makes it
hard to read. Here, I'm deciding that project names are not backtick'd,
unless they're referring to something the user would type. e.g.
❌ the `manylinux` project
✅ the manylinux project
❌ set `CIBW_MANYLINUX_IMAGE` to manylinux2010
✅ set `CIBW_MANYLINUX_IMAGE` to `manylinux2010`