No... that's not the same thing as what phing/make offer.  We don't want travis building the docs (most likely), but I would want someone building our package to get the docs built automatically.  I don't understand what's so difficult about putting in a simple little build script like phing to make things easy for contributors.

Requiring them to figure out exactly how to run everything they might want and with what parameters they should use is just silly.  That could lead to frustration and turn people away.