Mame wrote:The second set, however, you can eliminate because you've said the word "means", so naturally, what follows is the explanation of the quoted section.
Surely, Mame, you just argued yourself out of your position. If the word "means" separates what is to be explained from its explanation, and obviates the need for quote marks around the explanation, then by the same logic it removes the need for quote marks around the first part.
To set up shop means to establish one's business/place of work.
What's confusing about that?