Remove confusing normative language, generalize retail example.

index.html

@@ -583,16 +583,16 @@ <h3>Authorization</h3>
       <p>
 The VC API is meant to be generic and useful in many scenarios that require
 the issuance, possession, presentation, and/or verification of Verifiable
-Credentials. To this end, implementers should consider the following
+Credentials. To this end, implementers are advised to consider the following
 classifications of use cases:
       </p>
       <ul>
         <li>
 <i>Public</i>. A Public API is one that can be called with no authorization.
 Examples include an open witness or timestamp service (a trusted service that
 can digitally sign a message with a timestamp for an audit trail purpose), or
-an open retail coupon endpoint ("15% off cheeseburgers"). Public verifiers
-may exist as well, to act as an agnostic third party in a trust scenario.
+an open retail coupon endpoint ("buy one, get one free"). Public verifiers
+might also exist as well, to act as an agnostic third party in a trust scenario.
       </li>
       <li>
 <i>Permissioned</i>. Permissioned authorization requires the entity making