Update many minor formatting fixes in our own styleguide

content-style-guide.md

@@ -189,12 +189,13 @@ Use “deaf” as an adjective to describe a person with significant hearing los
 
 ### Medical conditions
 
-Don’t refer to a person’s medical condition unless it’s relevant to what you’re writing.
+Do not refer to a person's medical condition unless it is relevant to what you are writing.
-If a reference to a person’s medical condition is warranted, emphasize the person first. Don’t call a person with a medical condition a “victim.” Instead, use "patient.""
+If a reference to a person's medical condition is warranted, emphasize the person first. Do not call a person with a medical condition a *victim*. Instead, use *patient*.
 
 ### Mental and cognitive conditions
-Don’t refer to a person’s mental or cognitive condition unless it’s relevant to what you’re writing. Never assume that someone has a medical, mental, or cognitive condition.
+
-Don’t describe a person as “mentally ill.” If a reference to a person’s mental or cognitive condition is warranted, use the same rules as writing about abilities or medical conditions and emphasize the person first.
+Do not refer to a person's mental or cognitive condition unless it is relevant to what you are writing. Never assume that someone has a medical, mental, or cognitive condition.
+Do not describe a person as "mentally ill." If a reference to a person's mental or cognitive condition is warranted, use the same rules as writing about abilities or medical conditions and emphasize the person first.
 
 ### Vision
 Use the adjective “blind” to describe a person who is unable to see. Use “low vision” to describe a person with limited vision.
@@ -221,7 +222,7 @@ Be consistent. Stick to the copy patterns and style points outlined in this guid
 
 #### Abbreviations and acronyms
 
-If there’s a chance your reader won’t recognize an abbreviation or acronym, spell it out the first time you mention it. Then use the short version for all other references. If the abbreviation isn’t clearly related to the full version, specify in parentheses.
+If there is a chance your reader will not recognize an abbreviation or acronym, spell it out the first time you mention it. Then use the short version for all other references. If the abbreviation is not clearly related to the full version, specify in parentheses.
 
 First use: Network Operations Center  
 Second use: NOC
@@ -397,7 +398,7 @@ To indicate a span or range, use an n-dash (–).
 
 Use an em dash (—) with a space after the dash to offset an aside.  Use a true em dash, not hyphens (- or --).
 
-  * Multivariate testing—just one of our new Pro features— can help you grow your business.
+  * Multivariate testing—just one of our new Pro features—can help you grow your business.
   * Austin thought Brad was the doughnut thief, but he was wrong— it was Lain.  
 
 
@@ -409,7 +410,7 @@ Ellipses (…) can be used to indicate that you are trailing off before the end
 
 Ellipses, in brackets, can also be used to show that you are omitting words in a quote.
 
-  * “When in the Course of human events it becomes necessary for one people to dissolve the political bands which have connected them with another and to assume among the powers of the earth, […] a decent respect to the opinions of mankind requires that they should declare the causes which impel them to the separation.”
+  * "When in the Course of human events it becomes necessary for one people to dissolve the political bands which have connected them with another and to assume among the powers of the earth, […] a decent respect to the opinions of mankind requires that they should declare the causes which impel them to the separation."
 
 ##### Periods
 
@@ -423,7 +424,7 @@ Use two spaces after a period between sentences.  This will be ignored in HTML b
 
 ##### Question marks
 
-Question marks go inside quotation marks if they’re part of the quote. Like periods, they go outside parentheses when the parenthetical is part of a larger sentence, and inside parentheses when the parenthetical stands alone.
+Question marks go inside quotation marks if they are part of the quote. Like periods, they go outside parentheses when the parenthetical is part of a larger sentence, and inside parentheses when the parenthetical stands alone.
 
 ##### Exclamation points
 
@@ -511,27 +512,28 @@ Avoid spelling out URLs, but when you need to, leave off the http://www.
 
 ## Writing about Agaric  
 
-Our company's legal entity name is "Agaric, LLC." Our trade name is "Agaric." Use "Agaric, LLC" only when writing legal documents or contracts. Otherwise, use "Agaric."
+Our company's legal entity name is **Agaric, LLC**. Our trade name is **Agaric**. Use **Agaric, LLC** only when writing legal documents or contracts. Otherwise, use **Agaric**.
 
 Always capitalize Agaric.
 
-Refer to Agaric as “we,” not “it.”  
+Refer to Agaric as *we*, not *it*.  
 
-Capitalize the proper names of Agaric products, features, pages, and tools.   
+Capitalize the proper names of Agaric platforms and projects.   
 
 ## Writing about other companies
 
 Honor companies’ own names for themselves and their products. Go by whatever is used on their official website. Unless they end with an exclamation point ('!'); that is absurd and will not be respected!
 
-Refer to a company or product as “it” (not “they”).  
+Refer to a company or product as *it* (not *they*).  
 
-**Slang and jargon**
+## Slang and jargon
 
 Write in plain English. If you need to use a technical term, briefly define it so everyone can understand.
 
 Agaric’s ops team is constantly scaling our servers to make sure our users have a great experience with our products. One way we do this is with shards, or partitions, that help us better horizontally scale our database infrastructure.
 
-**Text formatting**
+## Text formatting
+
 Use italics to indicate the title of a long work (like a book, movie, or album) or to emphasize a word.  
 Dunston Checks In  
 Brandon really loves Dunston Checks In.