Phase out Makefile

Our current Makefile got to a state where it is very messy and hard to follow. However, it is stable enough that we can think of ways to start refactoring pieces slowly.

I suggest doing it partially to make the Makefile clearer to read and not do a complete overhaul at one take.

I also suggest moving to rake tasks for some of these tasks:

Pro's => We are a Ruby shop, we already have ruby on our build machines, we can write specs for Rake tasks Con's => Not everyone knows Ruby (but not everyone knows Makefile too)

Thoughts @twk3 @brodock @WarheadsSE @ibaum ?