Merge branch 'release/0.3.0' into develop
update with changes from implementation

This mostly contains the switch to using mime types without vendor namespacing. I still need to write authoritative docs for the profile="" usage in most responses and also for schema discovery.
add service anatomy section with endpoint examples
upddate install docs
small typo..
naming guide start..
first draft finished..
Merge branch 'feature/naming' into develop
version bump
Merge branch 'develop' into gh-pages