Include tone in data link name on fronts

Idea being that we can start tracking whether tone affects click rate (and if we make any design changes whether they change it).

We could also consider including information about card size, although that would be slightly more complicated as you'd probably want to insert it in JavaScript based on whether the browser is a mobile browser or not (as that affects what the card size is).

![screen shot 2014-10-17 at 16 38 36](https://cloud.githubusercontent.com/assets/1001642/4681537/fdd02558-5613-11e4-8b75-626b4256077e.png)

Although I'd love to take credit for this it was @gklopper's idea.