Using crate.io instead of pypi.python.org as main Python package index.
refs #35 - Explicitely disable site-packages via z3c.recipe.scripts options.
Refs #23 - Moved content from README to docs/. Refactored docs/.
Refs #23 - Declared mock and webtest dependencies in setup.py (were in buildout.cfg): they are required for Sphinx to build the API documentation (in readthedocs environment).