One fix and couple improvements

I know that it is a big chunk however a lot of things are improved :)

I've added support to disable html rendering too as well as a little better version of multiline errors (the ones which jade does unfortunately).

@jgable please review and let me know if you have any comments. 
And btw I would propose to use smiley instead of 'sad' face. After all devs should feel better when they find error not sad :)