Various cleanups to Ubuntu installation instructions:

* Avoid editing /etc/apt/sources.list add nginx repo, instead create
  /etc/apt/sources.list.d/nginx.list

* Avoid editing /etc/nginx/nginx.conf, instead put server_name_hash_buckets
  setting into discourse.conf

* Proper-case Discourse when it is referring to the product name, so that all
  the lowercase references are to the user created during the installation