[CB-3962] distinguish guide/reference content up front
[CB-3962] Revise style guide's Structure section
[CB-3962] rewriting editorial style sheet
[CB-3962] reduce 'ing' verbs

Conflicts:
	docs/en/edge/guide/cli/index.md
[CB-3962] No sentence starting with lowercase member name
[CB-3962] There is no 'I' in 'WIN'
[CB-3962] reduce 'your' usage
[CB-3962] can't use 'cannot'
[CB-3962] fix various link problems
[CB-3962] fix more link problems
[CB-3962] NOTE as plain text, not bullet list
[CB-3962] colon outside NOTE & other's bold formatting
[CB-3962] he/she problems; weird nexted headings; bogus nested list
[CB-3962] bogus nested number lists
[CB-3962] Reduce the 'willies'

Conflicts:
	docs/en/edge/guide/cli/index.md
[CB-3962] clarify 'user'
[CB-3962] clarify passive-voice better for reference doc