text changes for a more consistent help

James Bayer and I went through the help text to make it more consistent. I'll document the pattern -- all CAPS for user entered with [CAPS] for optional inputs -- in the doc I'm writing and enforce that pattern in new stories. 

I'll write stories for bind-service, create-service, push, and unbind-service as those touched functionality that also needs to change. I'll also write a story for to add aliases for each command.