You have to "escape" the ". And by "escaping" I mean "put a backslash in front of it". Don't ask me why it's called that, because I don't know. =P

I personally feel that it has to do with escaping the text processor's normal routine, perhaps it parses "\"" like so,

Start_String // Let's start a string
Escape_Char // The next character shouldn't be taken as a command, but rather as text.
Quote // Let's add quotation marks, which would otherwise be end_String
End_String // Let's end the string, since we have no escape char.