add and test Concept#concept helper.
make Cell::Concept a class and save all that module bullshit.
simplify Concept :)
cleanup Concept.
add Cell::ViewModel class which will supersede Rails::ViewModel.
fix vm caching test as we currently inherit from Cell::Rails.
add a test for asset pipeline integration. this article helped tons: http://rakeroutes.com/blog/write-a-gem-for-the-rails-asset-pipeline/