Introducing custom pip install in tox to be used with cached wheels.

In addition:
- Removes used of "pip install" in Travis config with our custom
  pip install.
- Introducing tox environment "coveralls" to encourage all Python
  dependencies to be contained in "tox.ini".
- Puts LICENSE header back on update_docs.sh and cleaned up some
  bash long line / syntax with shellchecker.

See https://github.com/GoogleCloudPlatform/gcloud-python-wheels/pull/1#issuecomment-60648806
step 2 for context.

-----

This is towards a fix of #290 and the comment above describes the full path.

@silvolu After this is merged, I will restart the failed wheelhouse build
https://travis-ci.org/GoogleCloudPlatform/gcloud-python-wheels/builds/39208014
and the error

> `gcloud-python does not contain a custom pip install script.`

will be resolved.
My bad for committing this wrong comment, but while you're at it, can you fix it changing it to something like "Build new docset from master" ?