Follow the TAG Style Guide

[hober]

https://github.com/w3ctag/process/blob/master/style-guide.md

[torgo]

As discussed today - agreed, and we're gonna leave this open to remind us about this until we do a once-over on the text.

[torgo]

In the spirit of getting to the point I think each principle should lead with the principle and then be followed by additional exposition.