make demo should be part of the test suite

make demo NODE_ENV=test will run as test
   by default runs as development
make test will run everything in test directory with test env
more resilient login util, report registration error earlier
My understanding is that, to do what you want, you'd need the line to say this instead:

```
NODE_ENV ?= development
```

See http://stackoverflow.com/questions/448910/makefile-variable-assignment for more information.

Also, typically the syntax is environment variables FIRST and argument LAST.  So it would be

```
NODE_ENV=test make demo
```