Double-quotes are for quotes, damn it. Sally said "Hi, Frank." That's a quote. They're also for sarcasm: yeah, you were "really" helpful there, thanks. This is mostly for in-person communication, where you use the little double-quote-finger-gesture to indicate that what you're saying is actually the opposite of what you mean.
So every time I see a sign telling me how ""good"" your rates are, all I can think is that you're out to rip me off. Tell me that you're ""local"", and I assume you've probably never even heard of the town. Tell me about your ""great"" customer service, and I imagine your call center filled with trained rats.
Need to indicate emphasis? Use bold, italics, underline, caps, strike-through if you have to. Just not double-quotes, damn it.
I "love" you all, and think you're just "wonderful". I "don't" know how I could do without you. "Kisses" and murderous thoughts to you all. "Happy" Holidays!