update readme; probably not finished with this yet so feel free to make suggestions

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 Hubzilla - Community Server
 ===========================
 
-Groupware re-imagined and re-invented. 
---------------------------------------
+Channel it.
+-----------
 
-Connect and link decentralised web communities. 
------------------------------------------------
 
 <p align="center" markdown="1">
 <em><a href="https://github.com/redmatrix/hubzilla/blob/master/install/INSTALL.txt">Installing Hubzilla</a></em> 
 </p>
 
-**What are Hubz?**
 
-Hubz are independent general-purpose websites that not only connect with their associated members and viewers, but also connect together to exchange personal communications and other information with each other.  
-This allows hub members on any hub to securely and privately share anything; with anybody, on any hub - anywhere; or share stuff publicly with anybody on the internet if desired. 
+**What is Hubzilla?**
 
-**Hubzilla** is the server software which makes this possible. It is a sophisticated and unique combination of an open source content management system and a decentralised identity, communications, and permissions framework and protocol suite, built using common webserver technology (PHP/MySQL/Apache and popular variants). The end result is a level of systems integration, privacy control, and communications features that you wouldn't think are possible in either a content management system or a decentralised communications network. It also brings a new level of cooperation and privacy to the web and introduces the concept of personally owned "single sign-on" to web services across the entire internet. 
+Hubzilla is a general purpose communication server integrated with a web publishing system and a decentralised permission system. If this sounds like a bunch of technical mumbo-jumbo to you, just think of it as an independent platform for sharing stuff online. 
 
-Hubzilla hubz are
+Hubzilla contains some social network bits, some cloud storage bits, some blog and forum bits, and some content management bits. These are all integrated within a common privacy framework. 
 
-* decentralised
-* inherently social
-* optionally inter-networked with other hubz
-* privacy-enabled (privacy exclusions work across the entire internet to any registered identity on any compatible hubz)
+Everything you publish or share can be restricted to those channels and people you wish to share them with; and these permissions work completely invisibly - even with channels on different servers or other communications services.
 
-Possible website applications include
+Migration and live backups of your connections, settings, and everything you publish are built-in, so you never need worry about server failure. 
 
-* decentralised social networking nodes
-* personal cloud storage
-* file dropboxes
-* managing organisational communications and activities
-* collaboration and community decision-making
-* small business websites
-* public and private media/file libraries
-* blogs
-* event promotion
-* feed aggregation and republishing
-* forums
-* dating websites
-* pretty much anything you can do on a traditional blog or community website, but that you could do better if you could easily connect it with other websites or privately share things across website boundaries. 
+Hubzilla is completely decentralised and open source, for you modify or adapt to your needs and desires. Plugins, themes, and numerous configuration options extend the overall capabilities to anything you can imagine. 
 
-<p align="center" markdown="1">
-<em><a href="https://github.com/redmatrix/hubzilla/blob/master/install/INSTALL.txt">Installing Hubzilla</a></em> 
-</p>
-
-**Who Are We and What Are Our Principles?**
-
-The Hubzilla community is powered by passionate volunteers creating an open source **commons** of decentralised services which are highly integrated and can rival the feature set of centralised providers. We are open to sponsorship and donations to cover expenses and compensate for our time and energy, however the project core is basically non-profit and is not designed for the purpose of commercial gain or exploitation. 
-
-Some sites may include monetisation strategies such as subscriptions and *freemium* models where members pay for resources they consume beyond a basic level. The project community supports such monetisation initiatives (nobody should be forced to pay "out of pocket" to provide a service to others), but we maintain the **commons** to provide open and free access of the software to all. 
-
-The software is not designed for data collection of its members or providing advertising. We don't have a need or desire for these things and feel that software built around these goals is poorly designed and represents compromised principles and ethics. 
 
-As a project, we are inclusive of all beliefs and cultures and do what we are able to provide an environment that is free from hostility and harrassment. Whether or not we succeed in this endaevour requires constant vigilance and help from all members of the community, working together to build an inter-networking tool with amazing potential. 
+**Who Are We?**
 
+The Hubzilla community conists of passionate volunteers creating an open source commons of decentralised services which are highly integrated and can rival the feature set of large centralised providers. We do our best to provide ethical software which places you in control of your online communications and privacy expectations.
 
 
 [![Build Status](https://travis-ci.org/redmatrix/hubzilla.svg)](https://travis-ci.org/redmatrix/hubzilla)