Registering pyramid routes with the service name instead of path.

Allows retrieving service URLs with the service name rather than its
path. e.g.:

request.route_path('service_name')

rather than:

request.route_path('/service/url')

Without this services are coupled to their URL.
supporting imperative colander schemas
Revert "supporting imperative colander schemas"

This reverts commit 6311276d8d437e0b8e8ef60cb55fd60ca8c22739.
Merge pull request #132 from flupke/master

Decouple services names from their URL