Added ability to rename features

I'm not completely satisfied with this, but wanted to get it open sooner rather than later. I'll leave a few inline comments. The branch obviously won't build until we do something with `IvoryT` (I really wish you could re-target PRs in GH)

/cc @etorreborre @markhibberd @raronson 
> If you can avoid the string do it.

Actually I'm not sure that I can. I need to eventually write out a string for the new attribute. At some point that has to be a string.