Initial rewrite 

This PR is **in progress**. We'll be pushing commits to this branch (`rewrite`), where each one fixes a given issue, as we go. One of us will comment on the thread when it's time to merge.

And a note: this process does not need to produce a 100% comprehensive set of standards at first. It's expected (especially right after we announce it) that we'll get public input, and that we'll have other ideas, and so we should expect it to be a living document.

/cc @gbinal @adelevie especially