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>

landing/bookkeeper/index.html

@@ -251,12 +251,12 @@ row,column,field_type,old,new
     <div class="eyebrow">In the bundle</div>
     <h2>Six tools. One pipeline. One $49 download.</h2>
     <div class="grid">
-      <div class="card"><h3>1 · Deduplicator</h3><p>Fuzzy match (Jaro-Winkler), explicit strategies for Date+Amount+Vendor, survivor rules.</p></div>
-      <div class="card"><h3>2 · Text Cleaner</h3><p>Header whitespace, smart quotes from copy-paste, em-dash sentinels.</p></div>
-      <div class="card"><h3>3 · Format Standardizer</h3><p>ISO dates, numeric amounts (parens-negative), vendor casing, multi-currency.</p></div>
-      <div class="card"><h3>4 · Missing Value Handler</h3><p>Disguised-null detection: <code>—</code>, <code>N/A</code>, <code>(blank)</code>, <code>?</code>.</p></div>
-      <div class="card"><h3>5 · Column Mapper</h3><p>Project to your accounting tool's required schema, coerce types, drop extras.</p></div>
-      <div class="card"><h3>6 · Pipeline Runner</h3><p>Save the cleanup. Run it on next month's export with one command. Same audit, automated.</p></div>
+      <div class="card"><h3>1 · Find Duplicates</h3><p>Fuzzy match (Jaro-Winkler), explicit strategies for Date+Amount+Vendor, survivor rules.</p></div>
+      <div class="card"><h3>2 · Clean Text</h3><p>Header whitespace, smart quotes from copy-paste, em-dash sentinels.</p></div>
+      <div class="card"><h3>3 · Standardize Formats</h3><p>ISO dates, numeric amounts (parens-negative), vendor casing, multi-currency.</p></div>
+      <div class="card"><h3>4 · Fix Missing Values</h3><p>Disguised-null detection: <code>—</code>, <code>N/A</code>, <code>(blank)</code>, <code>?</code>.</p></div>
+      <div class="card"><h3>5 · Map Columns</h3><p>Project to your accounting tool's required schema, coerce types, drop extras.</p></div>
+      <div class="card"><h3>6 · Automated Workflows</h3><p>Save the cleanup. Run it on next month's export with one command. Same audit, automated.</p></div>
     </div>
   </div>
 </section>

landing/index.html

@@ -168,9 +168,9 @@
     <h2>One engine. Same six tools. Same $49.</h2>
     <p>
       The persona pages above are positioning, not different products.
-      Whichever you buy, you get the full bundle: Deduplicator, Text
-      Cleaner, Format Standardizer, Missing-Value Handler, Column
-      Mapper, and Pipeline Runner — pre-tuned with a saved pipeline
+      Whichever you buy, you get the full bundle: Find Duplicates, Clean
+      Text, Standardize Formats, Fix Missing Values, Map Columns,
+      and Automated Workflows — pre-tuned with a saved pipeline
       that matches your workflow.
     </p>
     <div class="grid">

landing/revops/index.html

@@ -165,7 +165,7 @@
       <div class="card">
         <span class="icon">🌍</span>
         <h3>Multi-platform audience reconciliation</h3>
-        <p>Build one canonical audience from Meta, Google Ads, LinkedIn, and your CRM. Each platform exports a different shape; column-mapper aligns them all, dedup merges the survivors with their most-complete fields.</p>
+        <p>Build one canonical audience from Meta, Google Ads, LinkedIn, and your CRM. Each platform exports a different shape; Map Columns aligns them all, dedup merges the survivors with their most-complete fields.</p>
       </div>
       <div class="card">
         <span class="icon">🛡️</span>
@@ -192,7 +192,7 @@
       <li><strong>Per-row country column</strong> drives the parser — no global default that bucks UK numbers as malformed US.</li>
       <li><strong>Country-name normalization</strong>: <code>USA</code> / <code>US</code> / <code>United States</code> all resolve to the same ISO-2 code.</li>
       <li><strong>50+ country support</strong> via Google's libphonenumber, including KR, CN, IN, MX, BR, IL, TR, PL, DK, SE.</li>
-      <li><strong>Schema enforcement</strong> via the column-mapper: project to your CRM's required shape, coerce score columns to integers, reorder fields to match the import contract.</li>
+      <li><strong>Schema enforcement</strong> via Map Columns: project to your CRM's required shape, coerce score columns to integers, reorder fields to match the import contract.</li>
     </ul>
   </div>
 </section>
@@ -249,12 +249,12 @@ Total elapsed: 6.7 s
     <div class="eyebrow">In the bundle</div>
     <h2>Six tools. One pipeline. One $49 download.</h2>
     <div class="grid">
-      <div class="card"><h3>1 · Deduplicator</h3><p>Fuzzy match across email + phone + name + company; merge survivors with most-complete fields.</p></div>
-      <div class="card"><h3>2 · Text Cleaner</h3><p>Smart quotes from copy-paste, NBSP from spreadsheet exports, BOM from Excel.</p></div>
-      <div class="card"><h3>3 · Format Standardizer</h3><p>E.164 phones with per-row country, canonical emails, name casing, ISO dates.</p></div>
-      <div class="card"><h3>4 · Missing Value Handler</h3><p>Detect <code>TBD</code>, <code>(unknown)</code>, <code>—</code> across vendor exports.</p></div>
-      <div class="card"><h3>5 · Column Mapper</h3><p>Project to your CRM's required schema, coerce score to integer, reorder for import.</p></div>
-      <div class="card"><h3>6 · Pipeline Runner</h3><p>Save the cleanup as JSON. Drop next campaign's combined export on it. Same dedup, automated.</p></div>
+      <div class="card"><h3>1 · Find Duplicates</h3><p>Fuzzy match across email + phone + name + company; merge survivors with most-complete fields.</p></div>
+      <div class="card"><h3>2 · Clean Text</h3><p>Smart quotes from copy-paste, NBSP from spreadsheet exports, BOM from Excel.</p></div>
+      <div class="card"><h3>3 · Standardize Formats</h3><p>E.164 phones with per-row country, canonical emails, name casing, ISO dates.</p></div>
+      <div class="card"><h3>4 · Fix Missing Values</h3><p>Detect <code>TBD</code>, <code>(unknown)</code>, <code>—</code> across vendor exports.</p></div>
+      <div class="card"><h3>5 · Map Columns</h3><p>Project to your CRM's required schema, coerce score to integer, reorder for import.</p></div>
+      <div class="card"><h3>6 · Automated Workflows</h3><p>Save the cleanup as JSON. Drop next campaign's combined export on it. Same dedup, automated.</p></div>
     </div>
   </div>
 </section>

landing/shopify-pet/index.html

@@ -178,7 +178,7 @@
       <div class="card">
         <span class="icon">🔗</span>
         <h3>Multi-channel order consolidation</h3>
-        <p>Orders from Shopify + Etsy + a wholesale spreadsheet, each with a different column for "customer email." Column-mapper aligns them; dedup merges across channels.</p>
+        <p>Orders from Shopify + Etsy + a wholesale spreadsheet, each with a different column for "customer email." Map Columns aligns them; dedup merges across channels.</p>
       </div>
       <div class="card">
         <span class="icon">⚙️</span>
@@ -270,12 +270,12 @@ Total elapsed: 4.2 s
     <div class="eyebrow">In the bundle</div>
     <h2>Six tools. One pipeline. One $49 download.</h2>
     <div class="grid">
-      <div class="card"><h3>1 · Deduplicator</h3><p>Fuzzy match (Jaro-Winkler), 5 normalizers, survivor rules, interactive review.</p></div>
-      <div class="card"><h3>2 · Text Cleaner</h3><p>Whitespace, smart chars, NBSP, BOM, line endings, case ops.</p></div>
-      <div class="card"><h3>3 · Format Standardizer</h3><p>Dates, phones, emails, addresses, names, currencies, booleans.</p></div>
-      <div class="card"><h3>4 · Missing Value Handler</h3><p>Disguised-null detection, profile, mean/median/mode/ffill, drop strategies.</p></div>
-      <div class="card"><h3>5 · Column Mapper</h3><p>Fuzzy auto-rename, target schema, type coercion, required-field defaults.</p></div>
-      <div class="card"><h3>6 · Pipeline Runner</h3><p>Chain tools in recommended order, save/load JSON, automate weekly cleanups.</p></div>
+      <div class="card"><h3>1 · Find Duplicates</h3><p>Fuzzy match (Jaro-Winkler), 5 normalizers, survivor rules, interactive review.</p></div>
+      <div class="card"><h3>2 · Clean Text</h3><p>Whitespace, smart chars, NBSP, BOM, line endings, case ops.</p></div>
+      <div class="card"><h3>3 · Standardize Formats</h3><p>Dates, phones, emails, addresses, names, currencies, booleans.</p></div>
+      <div class="card"><h3>4 · Fix Missing Values</h3><p>Disguised-null detection, profile, mean/median/mode/ffill, drop strategies.</p></div>
+      <div class="card"><h3>5 · Map Columns</h3><p>Fuzzy auto-rename, target schema, type coercion, required-field defaults.</p></div>
+      <div class="card"><h3>6 · Automated Workflows</h3><p>Chain tools in recommended order, save/load JSON, automate weekly cleanups.</p></div>
     </div>
   </div>
 </section>