Replace project + environment with a base name variable

[mskrajnowski]

The idea of using project and environment variables sounded like a good idea at the time, but in practice it introduced some problems:

1. What if you want multiple instances of a module in a single environment? Some modules introduced a base name variable alongside project and environment as an override for such cases. Some introduced a name variable which was used as a suffix.
2. Not everything maps well to the project-environment-* naming scheme

For backwards compatibility the plan is to leave the project and environment variables as optional and introduce an optional name variable. project and environment variables will only be used if name is not provided. Once we migrate to name we can drop the project and environment variables entirely.