remove some self-specific stuff from settings

implements most, if not all, of #15

tests/test_factory.py

@@ -20,7 +20,7 @@ def test_markdown_meta_extension_always():
     client = app.test_client()
     response = client.get('/')
     assert response.status_code == 200
-    assert b'<title>Index - incorporeal.org</title>' in response.data
+    assert b'<title>Index - example.com</title>' in response.data
 
 
 def test_custom_markdown_extensions_work():