Apply doc conventions to service v. project names.

Based on http://wiki.openstack.org/Documentation/Conventions

Renames the book file and adjusts the pom.xml accordingly.

Removes "Nova" "Keystone" and "Quantum" and replaces with
OpenStack Compute, Identity, Networking names where appropriate.

Patchset removes erroneous OpenStack OpenStack in the overview.
Patchset addresses Dan's comments.

Change-Id: Iad05a0d6f6c499b628cb8d4821496b6a1036bb62
Merge "Apply doc conventions to service v. project names."