chore(design-systems): stop teaching one install's kit in product copy

The operator's check: this must be a system for managing design systems, not one
with the FabledSword family built into it.

No LOGIC was coupled — the audit found zero behavioural dependencies. But every
docstring example, every UI placeholder and several comments named this install's
palette, so a stranger creating their first design system was shown
"FabledSword" as the expected shape and `--fs-obsidian` as the expected token.
Examples teach, and these taught the wrong thing.

Placeholders now describe the SHAPE ("Your house style", "--surface-page")
rather than naming one instance's contents, and the token-name placeholder now
says the thing worth saying: name it for its purpose, because `--obsidian` and
`--button-bg` both stop being true the moment the value or the element changes.

Not fixed here, and it is the one real coupling left: DesignView.vue hardcodes
rule 65's button variants and rule 60's type scale as literal arrays, so a
stranger's Design page would display this family's specs. Those arrays exist
because there was no design system to read from — which there now is. They go
when the panel is repointed (#2295), not before.

Scribe's own stylesheet comments ("Moss action-primary per Hybrid") are left
alone: that is the app CONSUMING the family style, which is what dogfooding
looks like, not the tool assuming it.

frontend/src/views/DesignSystemsView.vue

@@ -530,7 +530,7 @@ function isColourish(value: string): boolean {
         <label class="field-label" for="first-title">Title</label>
         <input
           id="first-title" v-model="newTitle" class="input" type="text"
-          placeholder="FabledSword" @keyup.enter="submitCreate"
+          placeholder="Your house style" @keyup.enter="submitCreate"
         />
       </div>
       <div class="field">
@@ -581,7 +581,7 @@ function isColourish(value: string): boolean {
             <label class="field-label" for="new-title">Title</label>
             <input
               id="new-title" v-model="newTitle" class="input" type="text"
-              placeholder="FabledSword, or Scribe" @keyup.enter="submitCreate"
+              placeholder="A house style, or one app in it" @keyup.enter="submitCreate"
             />
           </div>
           <div class="field">
@@ -852,7 +852,7 @@ function isColourish(value: string): boolean {
                 <label class="field-label" for="token-name">Name</label>
                 <input
                   id="token-name" v-model="tokenName" class="input mono" type="text"
-                  placeholder="--fs-obsidian"
+                  placeholder="--surface-page"
                 />
               </div>
               <div class="field-row">
@@ -864,7 +864,7 @@ function isColourish(value: string): boolean {
                   <label class="field-label" for="token-purpose">Purpose</label>
                   <input
                     id="token-purpose" v-model="tokenPurpose" class="input" type="text"
-                    placeholder="page bg, deepest surface"
+                    placeholder="page background, deepest surface"
                   />
                 </div>
               </div>
@@ -873,7 +873,7 @@ function isColourish(value: string): boolean {
                 <label class="field-label" for="token-rationale">Why this value</label>
                 <input
                   id="token-rationale" v-model="tokenRationale" class="input" type="text"
-                  placeholder="Success equals Moss, aligned by design"
+                  placeholder="Matches the primary action colour, deliberately"
                 />
                 <p class="field-hint">
                   Distinct from purpose: purpose is what the token is FOR, this is

src/scribe/mcp/tools/design_systems.py

@@ -33,7 +33,8 @@ async def create_design_system(
     """Create a design system, optionally inheriting from another.
 
     Args:
-        title: What this system is, e.g. "FabledSword" or "Scribe" (required).
+        title: What this system is — a house style, or one app within it
+            (required).
         description: What it covers and when it applies.
         guidance: The narrative a token table cannot hold — aesthetic, voice and
             tone, what is deliberately out of scope. Markdown, free-form.
@@ -226,18 +227,22 @@ async def create_design_token(
 
     Args:
         design_system_id: The system that owns this token.
-        name: The custom-property name, e.g. "--fs-obsidian" (required).
+        name: The custom-property name, e.g. "--surface-page" (required).
+            Name it for its PURPOSE, not its value: a name like "--obsidian"
+            or "--button-bg" stops being true the moment the value or the
+            element changes.
         value_by_mode: Values keyed by mode, e.g.
-            {"base": "#f7f5ef", "dark": "#14171a"}. Use "base" for the value
+            {"base": "#14171a", "light": "#f7f5ef"}. Use "base" for the value
             that applies when no mode is more specific; a token that is not
             mode-dependent needs only "base". In a system WITH a parent, an
             omitted mode is inherited rather than blanked.
         group_name: Free-text grouping — "surface", "text", "radius", whatever
             this system's own vocabulary is.
-        purpose: What the token is for, e.g. "page bg, deepest surface".
+        purpose: What the token is for, e.g. "page background, deepest
+            surface".
         rationale: WHY it is this value — a different question from purpose.
-            "Success equals Moss, aligned by design" is a rationale; "page bg,
-            deepest surface" is a purpose.
+            "Deliberately the same value as the primary action colour" is a
+            rationale; "page background, deepest surface" is a purpose.
         supersedes: Literal values this token should be used INSTEAD OF, e.g.
             ["#fff", "#ffffff"]. This is how a design system records what a
             prohibition was trying to say — not "white is banned" but "write

src/scribe/mcp/tools/rulebooks.py

@@ -45,7 +45,8 @@ async def create_rulebook(title: str, description: str = "") -> dict:
     Two ways a rulebook reaches projects, set by its always_on flag (toggle via
     update_rulebook):
       - always_on = true  -> binds EVERY one of your projects automatically.
-        Use for universal cross-project norms (e.g. "FabledSword family").
+        Use for universal cross-project norms that apply across every
+        project, not just one.
       - always_on = false -> binds only projects that subscribe
         (subscribe_project_to_rulebook). Use for a THEMED body of rules a
         category of projects shares (e.g. a design system that visual apps
@@ -54,7 +55,7 @@ async def create_rulebook(title: str, description: str = "") -> dict:
     to any single project. Project-specific rules go in create_project_rule.
 
     Args:
-        title: Rulebook name (e.g. "FabledSword family").
+        title: Rulebook name.
         description: Optional short description of what this rulebook covers.
     """
     uid = current_user_id()

src/scribe/models/design_system.py

@@ -116,22 +116,24 @@ class DesignToken(Base, TimestampMixin, SoftDeleteMixin):
     group_name: Mapped[str | None] = mapped_column(Text, nullable=True)
     purpose: Mapped[str | None] = mapped_column(Text, nullable=True)
     # WHY this token is this value — a different question from `purpose`, which
-    # is what it is FOR. "Success equals Moss, aligned by design" is a rationale;
-    # "page bg, deepest surface" is a purpose. Rules carry the first routinely
-    # and a token row had nowhere to put it.
+    # is what it is FOR. "Deliberately the same value as the primary action
+    # colour" is a rationale; "page background, deepest surface" is a purpose.
+    # Design guidance carries the first routinely and a token row had nowhere to
+    # put it.
     rationale: Mapped[str | None] = mapped_column(Text, nullable=True)
     # Literal values this token should be used INSTEAD OF, e.g. ["#fff",
     # "#ffffff"] on a text-on-action token.
     #
     # This is how a design system records the thing a prohibition was trying to
-    # say. "Pure white is never text" is the shadow of a positive fact — text is
-    # Parchment — and a system that stores what things ARE has no row for a ban.
+    # say. "Pure white is never text" is the shadow of a positive fact — some
+    # other colour IS the text colour — and a system that stores what things ARE
+    # has no row for a ban.
     # Recording the replacement keeps the check and makes it actionable: a
     # finding can name what to write instead of merely objecting.
     #
     # It has to be DECLARED rather than inferred, because the superseded literal
-    # and the token's own value are usually different colours (#fff is not
-    # #E8E4D8). No value-matching rule could ever connect them.
+    # and the token's own value are usually different colours entirely. No
+    # value-matching rule could ever connect them.
     #
     # Consumed by the source lint (#2277), not by the drift panel: these
     # literals live in component CSS, which the panel cannot see and says so.

src/scribe/services/design_stylesheet.py

@@ -18,8 +18,8 @@ has recall, locations, drift checks and merge.
 
 So the division is: this sheet says what the values MEAN; snippets say what
 things LOOK LIKE, in terms of those values. A token named after an element
-(`--fs-button-bg`) is the smell that the two have been mixed — it multiplies
-with every new element, where a purpose name (`--fs-action-primary`) is reused.
+(`--button-bg`) is the smell that the two have been mixed — it multiplies
+with every new element, where a purpose name (`--action-primary`) is reused.
 
 SAFETY
 ------
@@ -203,7 +203,8 @@ def duplicate_values(tokens: Sequence) -> dict[str, list[str]]:
     Two names for one value are either a deliberate alias or the same idea
     recorded twice — the token-level form of the duplicated-definition shape.
     Reported rather than refused: a design system legitimately aligns colours on
-    purpose ("Success = Moss, by design"), and a generator that rejected that
+    purpose (one palette entry defined as equal to another), and a generator
+    that rejected that
     would be wrong about the operator's intent.
 
     Compares the BASE value only. Two tokens agreeing in one mode and diverging