I know heredocs from perl/bash (no idea why I just confused them with comments), and it's a good feature in theory, but syntactically ugly. And this .gsub(/^[ \t]*> /, '') makes it impossible to remember. Why not simply a syntax like
puts <<+MESSAGE
> Stuff!
> More stuff!
> #{pound_sign}Octothorpe
MESSAGE
doing the right thing (replace `+` by whatever char is free for this).