docs+code: rename tool labels everywhere

Sweep follow-up to 93e43fc. Display labels now consistent across docs,
landing pages, CLI output, code comments, docstrings, and test prose.
Five parallel surfaces touched:

- docs (EN + ES): README, USER-GUIDE, CLI-REFERENCE, and 11 internal
  design/planning docs
- landing pages: index + bookkeeper/revops/shopify-pet
- src: CLI module docstrings, _TOOL_DISPLAY dicts in cli_analyze.py
  and gui/components/_legacy.py, core module headers, every tool
  page's module docstring
- tests: class/method/module docstrings and section-header comments
- test-cases READMEs

Page slugs (1_Deduplicator etc.), tool_id strings (01_deduplicator
etc.), Python class names (TestDeduplicatorWorkflow, FeatureFlag.*),
URL paths, anchor IDs, CSS classes, and asset filenames were left
intact since they're code identifiers / structural references.

All 2033 tests pass.

Co-Authored-By: Claude Opus 4.7 (1M context) <noreply@anthropic.com>

docs/PLAN.md

@@ -29,8 +29,8 @@ win.
 
 | Asset | State |
 |---|---|
-| Tools 1–5 (Dedup, Text Clean, Format Standardize, Missing, Column Mapper) | Ready · 1,691 tests passing · 0 xfailed |
-| Tools 6–9 (Outlier, Multi-File Merge, Validator, Pipeline) | Coming Soon |
+| Tools 1–5 (Find Duplicates, Clean Text, Standardize Formats, Fix Missing Values, Map Columns) | Ready · 1,691 tests passing · 0 xfailed |
+| Tools 6–9 (Find Unusual Values, Combine Files, Quality Check, Automated Workflows) | Coming Soon |
 | PyInstaller installer pipeline | Not started |
 | macOS code signing (Apple Dev Program) | Not started |
 | Hosted browser demo (Streamlit Cloud) | Not deployed |
@@ -52,7 +52,7 @@ Tools 6–8 are blocked behind a **distribution gate**: no work on them
 until the existing 5 tools have a paying customer + one external review
 (BUSINESS.md §4 sequence rule, applied recursively inside the bundle).
 
-**Exception granted 2026-05-01**: Tool 09 Pipeline Runner is built
+**Exception granted 2026-05-01**: Tool 09 Automated Workflows is built
 *now*. Rationale: the pipeline transforms the bundle from "5 tools you
 buy" into "an automatable workflow you depend on." That conversion is
 what produces retention and word-of-mouth — the only marketing channel
@@ -104,10 +104,10 @@ demo dataset.
 | # | Pain | $ / time impact | Tools that fix it |
 |---|------|-----------------|---|
 | S1 | **Klaviyo / Mailchimp / Omnisend per-contact billing.** Subscriber list with 10–18 % duplicate rate (case drift, plus signs in Gmail addresses, multiple devices) → recurring overpay forever. | $30–300/mo per percent of dupes on a 50 k list — recurring | Dedup + Format Standardize (email canonicalization) + Pipeline (re-run weekly) |
-| S2 | **Product feed rejected by Google Merchant Center / Meta Catalog.** Smart quotes in titles, NBSP in SKU, inconsistent attributes; campaign launch delayed 24–72 h while feed gets fixed. | 1–3 days delayed launch × campaign value | Text Cleaner + Format Standardize |
-| S3 | **Multi-channel order consolidation.** Shopify + Etsy + Amazon + Faire + wholesale spreadsheet, each with a different column for "customer email" / "order total" / "ship country". | 4–8 hr / month manually merging | Column Mapper + Dedup + Pipeline |
+| S2 | **Product feed rejected by Google Merchant Center / Meta Catalog.** Smart quotes in titles, NBSP in SKU, inconsistent attributes; campaign launch delayed 24–72 h while feed gets fixed. | 1–3 days delayed launch × campaign value | Clean Text + Standardize Formats |
+| S3 | **Multi-channel order consolidation.** Shopify + Etsy + Amazon + Faire + wholesale spreadsheet, each with a different column for "customer email" / "order total" / "ship country". | 4–8 hr / month manually merging | Map Columns + Find Duplicates + Automated Workflows |
 | S4 | **Subscription identity fragmentation.** Pet-box subscribers cancel and re-sub under a different email; cohort analysis says churn is 20 % when it's actually 12 % — pricing decisions wrong. | Mis-priced LTV → over- or under-paid acquisition | Dedup with `merge=true` survivor |
-| S5 | **International tax / VAT MOSS compliance.** Country column is `UK` / `U.K.` / `United Kingdom` / `GB` in the same export; VAT report breaks. Phone formats per region break call-center routing. | Compliance penalty risk + ops friction | Format Standardize (per-row country) + Column Mapper |
+| S5 | **International tax / VAT MOSS compliance.** Country column is `UK` / `U.K.` / `United Kingdom` / `GB` in the same export; VAT report breaks. Phone formats per region break call-center routing. | Compliance penalty risk + ops friction | Standardize Formats (per-row country) + Map Columns |
 
 #### Bookkeeper / freelance accountant
 
@@ -126,7 +126,7 @@ demo dataset.
 | R1 | **HubSpot / Marketo / Iterable per-contact tier pricing.** 10 k contacts → enterprise tier at $4–8 k/mo. Every duplicate is a recurring tax. | $200–800 / month per 1 k duplicate contacts — recurring | Dedup with cross-source merge + Pipeline |
 | R2 | **Email-deliverability / sender reputation.** Sending to invalid or duplicate addresses tanks reputation; recovery takes weeks. | Catastrophic — entire email programme degraded | Format Standardize (email canonicalization) + Missing (sentinel detection) |
 | R3 | **GDPR / contact-data privacy.** Uploading lead data to a third-party cleaning SaaS is itself a GDPR concern; legal review blocks adoption. | Compliance risk + 4–8 wk legal-review delay | Local-only desktop app, zero outbound calls |
-| R4 | **Multi-vendor lead-source unification.** Apollo, ZoomInfo, LinkedIn Sales Nav, manual scrapes — each export has different headers, scoring, country format. | 1–3 days per campaign of manual unification | Column Mapper (alias matching) + Format Standardize (per-row country) + Dedup |
+| R4 | **Multi-vendor lead-source unification.** Apollo, ZoomInfo, LinkedIn Sales Nav, manual scrapes — each export has different headers, scoring, country format. | 1–3 days per campaign of manual unification | Map Columns (alias matching) + Standardize Formats (per-row country) + Find Duplicates |
 | R5 | **Suppression-list management across 5+ platforms.** Each platform has its own format; un-deduped suppression lists let opt-outs slip through, triggering CAN-SPAM / GDPR exposure. | Compliance risk + churn-back cost | Pipeline saved as JSON, re-run on each new suppression batch |
 
 ### 2.4 Operationalize the moat the docs already name.
@@ -154,7 +154,7 @@ right after "runs locally."
 Copy seed: *"Every change auditable. Hand the audit CSV to your client
 with the cleaned file."*
 
-### 2.6 The Pipeline Runner is the retention multiplier.
+### 2.6 Automated Workflows is the retention multiplier.
 
 A buyer with a saved pipeline isn't a one-off purchase — they're a
 recurring user who recommends the product. This is exactly the
@@ -172,8 +172,8 @@ trigger DECISIONS.md §8 already names).
 ### 2.8 Dependency-aware pipeline UX.
 
 Tools have soft execution-order preferences (Text Clean before Format
-Standardize, Format before Dedup, Missing before Dedup). The Pipeline
-Runner *recommends* the order, *warns* on reversals, and **never
+Standardize, Format before Dedup, Missing before Dedup). Automated
+Workflows *recommends* the order, *warns* on reversals, and **never
 forces** — the user owns their workflow. Implementation: see
 `src/core/pipeline.py` `SOFT_DEPENDENCIES`.
 
@@ -184,7 +184,7 @@ forces** — the user owns their workflow. Implementation: see
 | 1 | PyInstaller pipeline · Mac/Win unsigned installers · Apple Dev Program enrollment (1–2 wk lead) | `dist/datatools-mac.dmg` and `dist/datatools-win.exe` install on a clean machine |
 | 2 | Demo deployed to Streamlit Cloud · landing page v1 with embedded demo · 3 persona datasets in the demo | Public URL serves a working pipeline run on a sample dataset in < 30 s |
 | 3 | Gumroad listing live · share value-first in 3 niche communities (no pitch) · 1 long-tail SEO post for the lead persona | First listing impression captured · post not removed for self-promotion |
-| 4 | Pipeline Runner v1.0 shipped (this week, 2026-05-01 — exception per §2.1) · v1.1 patch announced with Tool 09 + intl improvements | Pipeline saves/loads JSON · 3 demo pipelines preloaded |
+| 4 | Automated Workflows v1.0 shipped (this week, 2026-05-01 — exception per §2.1) · v1.1 patch announced with Tool 09 + intl improvements | Pipeline saves/loads JSON · 3 demo pipelines preloaded |
 | 5–8 | Bookkeeper landing page · agency landing page · second tool's promo cycle · priority-support tier added (defer purchase until §2.7 trigger) | Three live landing pages with distinct H1, demo dataset, conversion target |
 | 9–13 | Tool 06–08 only **if** revenue trajectory supports continued investment · otherwise more market work on the existing 5 + 09 | Decision made on 13 Aug 2026 with revenue data, not feature ambition |
 
@@ -202,7 +202,7 @@ These flip the plan, not the underlying criteria:
 
 ## 5. Anti-temptations (things the plan refuses)
 
-- **More tools before more buyers.** Locked. Exception only for Pipeline Runner per §2.1.
+- **More tools before more buyers.** Locked. Exception only for Automated Workflows per §2.1.
 - **SaaS pivot.** Recurring infra conflicts with the lifestyle constraint (DECISIONS.md §4).
 - **Live chat / sales calls.** Conflicts with no-touch (DECISIONS.md §1 #8).
 - **Custom integrations / one-off consulting.** $300/hr looks tempting; breaks the "build once, sell many" model that justifies the entire strategy.