added bower.json
Retooled "What is" and "What are" sections

I made the descriptions more terse, added specific reference to standards, and corrected some subtle inaccuracies with the Web Components standard reference.
Changed the word "new" to "custom"
Merge pull request #23 from pennyfx/bower.json

Added bower.json
update all demos to use demo-page-helpers.js to reduce code duplication; update docs page to include accessors and have more readable headers