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this is baffling me to no ends:

(font-lock-add-keywords m  '(("progn" . outline-1))
does NOT work, but
(font-lock-add-keywords m '(("progn" . 'outline-1))
works note the extra ' in the second one ... but I don't get why we need double ' ' since the entire sexp is already inside a '


I believe things are evaluated from the inside out, so even if the container list is quoted so it is not evaluated in its context, it may contain sexps that need evaluation.