Switch from BUILD to README, both for the .in file and for elinks.

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+Please see http://www.rabbitmq.com/build-server.html for build 
+instructions.
+
+For your convenience, a text copy of these instructions is available 
+below. Please be aware that the instructions here may not be as up to 
+date as those at the above URL.
+
+===========================================================================
+
+