Use canonical extension for docs.

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+===============
+Release Process
+===============
+
+In order to allow for rapid, predictable releases, Setuptools uses a
+mechanical technique for releases, enacted on tagged commits by
+continuous integration.
+
+To finalize a release, run ``tox -e finalize``, review, then push
+the changes.
+
+If tests pass, the release will be uploaded to PyPI.
+
+Release Frequency
+-----------------
+
+Some have asked why Setuptools is released so frequently. Because Setuptools
+uses a mechanical release process, it's very easy to make releases whenever the
+code is stable (tests are passing). As a result, the philosophy is to release
+early and often.
+
+While some find the frequent releases somewhat surprising, they only empower
+the user. Although releases are made frequently, users can choose the frequency
+at which they use those releases. If instead Setuptools contributions were only
+released in batches, the user would be constrained to only use Setuptools when
+those official releases were made. With frequent releases, the user can govern
+exactly how often he wishes to update.
+
+Frequent releases also then obviate the need for dev or beta releases in most
+cases. Because releases are made early and often, bugs are discovered and
+corrected quickly, in many cases before other users have yet to encounter them.
+
+Release Managers
+----------------
+
+Additionally, anyone with push access to the master branch has access to cut
+releases.