Tweaks Documentation

* Adds separate page that details the CLI config file format. It wasn't appropriate in-line
  where it was.
* Adds coveralls support
* Adds badges for pypi downloads and pypi version
* Converts README.md to rst format and renames to README.rst. rst is the main format
  supported on PyPi.
* Consolidate unittest2 import logic
Merge pull request #1 from sudorandom/beittenc-new-docs-update-1

Documentation Tweaks