Revert "Merge pull request #25 from square/rice/custom_message_options"

@swankjesse 

This reverts commit 3d3bca0d62bc4f49ea0c4c4558cd7e6d32cbf6f7, reversing
changes made to 3acbf51f113d025f7c9be3d23ea4967af9b6b3c8.