ref(Makefile): refactor `make dev-release`

This allows us to run `make -C controller config` when we know that
the image is pushed onto the registry and we just need to tell the
cluster to use this image. This is useful for when we kill the cluster
but we're still on the same commit as before, or we know that the
tag is up on the shared dev registry but we've purged our local
docker graph.