Support hostnames that don't necessarily match the service name

[rpbaltazar]

Each service should be able to have its own individual configuration.
Revisit: https://github.com/rails-on-services/ros/blob/master/lib/sdk/lib/ros_sdk/sdk.rb#L71-L92

problem is caused by services that have 2 names and are currently forced to follow a pattern that Is not always the wanted one.

NOTE: The SDK currently assumes that the host name is a derivative of the module name in which the service's client is declared which is fine for a default but should be configurable

[rjayroach]

This also needs to offer additional flexibility in the config/deployment.yml specifically:

1. it should be possible to override the service name rather than just taking it from the yaml key for the service
2. it should be possible to specify the directory in which the service code lives
   For example, with a config like this:

voucher-service:
  profiles: ['server']

The service name can only by voucher-service and the directory for the code must be in voucher-service

[rjayroach]

The service name is not manipulated in compose templates, but it is in the istio template where we convert underscore to hyphen using service.to_s.gsub('_', '-') here:
https://github.com/rails-on-services/ros-cli/blob/master/lib/ros/be/application/services/templates/skaffold/ingress.yml.erb#L23

[rjayroach]

Finally, what we want is:

1. I can have a name for the application that does not have any relation to the hostname by which it is addressed or the name of its parent directory

2. The hostname of the service does not have to have any relation to the name of the application or its parent directory

3. The module name in the SDK does not have to have any relation to the hostname by which it accesses the service that has the model