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ARROW-4138: [Python] Fix setuptools_scm version customization on Windows

Using single quotes for the regular expression doesn't work on Windows for some reason. Using double quotes fixes the issue

Author: Wes McKinney <wesm+git@apache.org>

Closes #3362 from wesm/ARROW-4138 and squashes the following commits:

ca3e56a9b <Wes McKinney> Windows doesn't like single quotes passed to git describe