Yes the quotes " are explanatory and not part of the command.
As for the ending "fi" is just the letters "f" and "i". I didn't type them in. I opened TextEdit and cut and pasted the entire procedure in, and the changed the username to my username in lines 2, 3 and 5, and changed on line 9 the schedules direct username:password to the username:password I used in signing up with schedules direct plus changing to my own rural home zip code.
I was really cautious about automating with launchd / launchctl, so I waited a couple of days before tackling that. But when I did, it worked.