Add deploy to s3 support.
Add custom 404 page.
Add custom converter for .nilclass file format.

Note ruhoh 3.0 needs to be hacked to support this since 3.0 is still in development and does not properly address custom extensions with non-html based resultant extensions (here .json).
Change content endpoints to support .nilclass file format.

.nilclass will automatically parse the more user friendly format into JSON. Due to how ruhoh works, we have to use different directories or 'collections' to get this to work correctly.