[meta] makefile missing pieces, local registry, docker-machine and deis VM dependency

https://github.com/deis/prototype-repo/blob/master/Makefile#L21 uses `docker-machine` to look for a VM called `deis`, and assumes that's running a docker registry. having the registry running inside the `deis` VM is problematic if the vm is not in your kubernetes cluster.

so, there are a lot of conflated issues here, listed below:
1. the makefile has an undocumented dependency on `docker-machine`
2. the makefile has an undocumented dependency on a `deis` VM, which was presumably created with `docker-machine`
3. the makefile assumes a docker registry is running on the `deis` VM, but doesn't provide a mechanism to start a registry
4. many projects (https://github.com/deis/etcd, for example) include k8s manifests that list images that [pull from the local `deis` VM](https://github.com/deis/etcd/blob/master/manifests/deis-etcd-rc.json#L33). if that VM isn't part of the cluster (mine isn't), then, without some extra plumbing, won't work
5. the manifests from the previous are auto-generated by the makefile, which 'feels' weird to me. personally I'd rather they be static