Pdpinch/documentation updates

WIP. Not ready to merge yet. 

@cgee or @bdero can you review the installation instructions, esp. part 3:

https://github.com/mitodl/edx-sga/blob/pdpinch/documentation-updates/README.rst#installation
It looks like this is supposed to be a different image as well, but it's the same as the previous two figures.