Reformat Hot Rod protocol documentation to make it clearer

I'm not sure the numbering of chapters is the correct one. I've sent an [email](http://lists.jboss.org/pipermail/infinispan-dev/2013-September/013783.html) to the dev list to find out.

To see how this would look on the documentatio site:

    cd documentation/src/main/asciidoc/user_guide
    asciidoctor user_guide.adoc

With the browser, head to: file://.../documentation/src/main/asciidoc/user_guide/user_guide.html