switch e2e to use sti type builds

not yet, no.  but if you want to go down that path, then the registry used in the image name is also fragile (in the pod template).  and the IP used in the docker-registry definition (the one that points back the openshift api server) is also fragile.

We do have plans to allow parameter substitution of more than just ENV which would be one way to make this slightly less fragile.