rename project directory to generic 'project'

So it doesn't have to be renamed.
split requirements.txt into base, dev, prod and test
pin requirements to newest versions
update Makefile for easier setup and split reqs
settings.base: fix default MEDIA_URL
use default LOGGING for production; add extra db log in dev

This gets rid of the "log through Sentry" setup completely as
it's not designed for that purpose.
Use django-extensions (feat. Werkzeug and IPython) in dev

This has runserver_plus (in-page debugging support through Werkzeug)
and shell_plus (auto-load all modules, use IPython for better REPL)
and a host of other useful tools.
add easy linting support to dev (via flake8)
conditionally enable Raven in production
conditionally enable django-compressor in production if installed
whitespace/style fixes
Makefile: split dev from prod update; add test-setup helper
linter fixes
fabfile: update install_requirements() to use the new directory structure
update README with all the recent changes
whitespace fix
update README with references to the packages used
project.url: better url examples
hardcode project name 'project' in manage.py

Since we have a fixed project name now, there's no need for complex
project folder discovery logic, so we can simplify things.
Makefile: fix project name reference