The data in the database is serialized
For example, an array with Boise in the city might look like this
a:2:{s:4:"city";s:5:"Boise";s:7:"address";s:15:"123 Main Street";}
By adding the quotes around the value we’re looking for matches this city
On the other hand, with Boise in the street it might look something like
a:2:{s:4:"city";s:13:"Somewheretown";s:7:"address";s:16:"123 Boise Street";}
and it does not match because there are no quotes around Boise in the DB value.
