doc: README cleanup

Updates inspired by some feedback from README reviewer Lars Wirzenius.
("I like that the README starts with an explanation of what the project
is all about. I like that the README is short and to the point. I like
that the license is stated explicitly.
I feel that the README doesn't really present the whole plain text
accounting concept very well, though. I realize that linked home page
goes into that much more, but it might be worth add a short example of
a ledger input file, and a sample output, to the README.")

README.md

@@ -1,44 +1,130 @@
-# hledger project README
+# hledger
+## Robust, intuitive plain text accounting
+[![license](https://img.shields.io/badge/license-GPLv3+-brightgreen.svg)](https://www.gnu.org/licenses/gpl.html)
+[![on hackage](https://img.shields.io/hackage/v/hledger.svg?label=hackage&colorB=green)](https://hackage.haskell.org/package/hledger)
+[![](https://repology.org/badge/version-for-repo/stackage_lts/hledger.svg)](https://repology.org/metapackage/hledger)
+[![](https://repology.org/badge/version-for-repo/stackage_nighly/hledger.svg)](https://repology.org/metapackage/hledger)
+[![github issues](https://img.shields.io/github/issues/simonmichael/hledger.svg)](http://bugs.hledger.org)
 
-## lightweight, portable, dependable accounting tools
+Welcome! This a brief intro to hledger. For a more detailed version, see the home page: **<https://hledger.org>**
 
-hledger is a computer program for easily tracking money, time, or other commodities,
+hledger is lightweight, cross platform, multi-currency, double-entry accounting software.
-on unix, mac and windows (and web-capable mobile devices, to some extent).
+It lets you track money, investments, cryptocurrencies, invoices, time, inventory and more, 
-
+in a safe, future-proof plain text data format with full version control and privacy. 
-It is first a command-line tool, but there are also terminal and
-web interfaces, and a Haskell library for building your own
-programs and scripts (hledger is written in Haskell).  hledger was
-inspired by and is largely compatible with Ledger.  hledger is free
-software available under the GNU General Public License v3+.
 
 hledger aims to help both computer experts and regular folks
-to gain clarity and control in their finances and time management,
+gain clarity in their finances and time management.
-but currently it is a bit more suited to techies.
+Though the UIs are basic, hledger can model any accounting situation and provide precise, clear reports.
-I use it every day to:
+It is reliable, quick, and backed by the highly supportive [Plain Text Accounting](https://plaintextaccounting.org) ecosystem. 
+Using it is an excellent way to learn double entry accounting.
 
--   track spending and income
+Compared to [other PTA apps](https://plaintextaccounting.org/#software), 
+hledger is actively maintained, with regular releases,
+and a strong focus on being easy to use and practical for everyday accounting.
+
+More features:
+- Installs easily on unix, mac or windows
+- Complete, built-in documentation in multiple formats, beginner videos, tutorials etc.
+- Multiple UIs: command-line, terminal, web, mobile, editors/IDEs
+- Good at importing and exporting CSV; also outputs text/HTML/JSON/SQL
+- A robust, general, well-specified multi-currency accounting engine
+- Fast, analysing 25k transactions per second on a macbook air m1
+- Accurate to 255 decimal places
+- Supports your preferred account names, currencies, number formats
+- Inspired by and partly compatible with Ledger CLI; interconvertible with Beancount
+- Scriptable by CLI, HTTP or API, with plenty of examples
+- Clean Haskell codebase, continually improved since 2007, with $100 regression bounties
+- Free software licensed under GPLv3+.
+
+## Examples
+
+I use hledger to:
+- track income and spending, sometimes with budgets
 - see time reports by day/week/month/project
--   get accurate numbers for client billing and tax filing
+- track reimbursables, invoices and payments
--   track invoices
+- predict cashflow and account balances
+- get accurate numbers for tax filing
+- research past events
 
-Though limited in features, hledger is lightweight, usable and reliable.
+Here's an example of the journal file format:
-For some, it is a simpler, less distracting, more future-proof alternative to Quicken or GnuCash.
+```journal
+2022-01-01 opening balances as of this date
+    assets:bank:checking                $1000
+    assets:bank:savings                 $2000
+    assets:cash                          $100
+    liabilities:creditcard               $-50
+    equity:opening/closing balances
 
-For more, see the home page: **<https://hledger.org>**
+2022-01-15 market
+    expenses:food             $50
+    assets:cash              $-50
 
-## Sponsorship
+2022-02-01 GOODWORKS CORP
+    assets:bank:checking           $1000
+    income:salary                 $-1000
+```
+and some simple reports:
+```cli
+$ hledger bs
+Balance Sheet 2022-02-15
 
-Your support, large or small, helps keep this project strong!\
+                        || 2022-02-15 
-See also **<https://hledger.org#sponsorship>**.
+========================++============
+ Assets                 ||            
+------------------------++------------
+ assets:bank:checking   ||      $2000 
+ assets:bank:savings    ||      $2000 
+ assets:cash            ||        $50 
+------------------------++------------
+                        ||      $4050 
+========================++============
+ Liabilities            ||            
+------------------------++------------
+ liabilities:creditcard ||        $50 
+------------------------++------------
+                        ||        $50 
+========================++============
+ Net:                   ||      $4000 
+```
+```cli
+$ hledger is --monthly                                            
+Income Statement 2022-01-01..2022-02-28                                               
                                                                                       
-<!-- keep synced with index.md: -->
+               ||  Jan    Feb                                                         
+===============++=============                                                        
+ Revenues      ||                                                                     
+---------------++-------------                                                        
+ income:salary ||    0  $1000                                                         
+---------------++-------------                                                        
+               ||    0  $1000                                                         
+===============++=============                                                        
+ Expenses      ||                                                                     
+---------------++-------------                                                        
+ expenses:food ||  $50      0                                                         
+---------------++-------------                                                        
+               ||  $50      0                                                         
+===============++=============                                                        
+ Net:          || $-50  $1000                                                         
+```
 
-Sponsor Simon (project leader):
+More examples: <https://hledger.org/#how-to-get-started>
+
+## Sponsors
+
+hledger is brought to you by [Simon Michael](http://joyful.com)
+and [140+ contributors](CREDITS.html).
+After enjoying some personal or organisational success with hledger,
+you might want to become one of the generous sponsors helping to sustain this work.
+(More info: <https://hledger.org/sponsor.html>)
+
+<!-- keep synced with sponsor.md: -->
+
+### Sponsor Simon (project leader)
 [![github](https://img.shields.io/badge/Sponsor_on-Github-limegreen "Sponsor the project leader via Github")](https://github.com/sponsors/simonmichael)
 [![liberapay](https://img.shields.io/badge/Sponsor_on-Liberapay-limegreen "Sponsor the project leader via Liberapay")](https://liberapay.com/simonmichael)
 [![paypal](https://www.paypal.com/en_US/i/btn/x-click-but04.gif "Give one time or recurringly via Paypal")](https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=5J33NLXYXCYAY)
 
-Sponsor the hledger project as an organisation:
+### Organisations sponsoring hledger
 [![OpenCollective](https://opencollective.com/hledger/sponsors/badge.svg)][oc contributors] <!-- wrong count --> \
 [![](https://opencollective.com/hledger/sponsor/0/avatar.svg)](https://opencollective.com/hledger/sponsor/0/website)
 [![](https://opencollective.com/hledger/sponsor/1/avatar.svg)](https://opencollective.com/hledger/sponsor/1/website)
@@ -51,7 +137,7 @@ Sponsor the hledger project as an organisation:
 [![](https://opencollective.com/hledger/sponsor/8/avatar.svg)](https://opencollective.com/hledger/sponsor/8/website)
 [![](https://opencollective.com/hledger/sponsor/9/avatar.svg)](https://opencollective.com/hledger/sponsor/9/website)
 
-Sponsor the hledger project as an individual:
+### Individuals sponsoring hledger
 [![OpenCollective](https://opencollective.com/hledger/backers/badge.svg)][oc contributors] <!-- wrong count --> \
 [![](https://opencollective.com/hledger/backer/0/avatar.svg)](https://opencollective.com/hledger/backer/0/website)
 [![](https://opencollective.com/hledger/backer/1/avatar.svg)](https://opencollective.com/hledger/backer/1/website)
@@ -74,26 +160,18 @@ Sponsor the hledger project as an individual:
 [![](https://opencollective.com/hledger/backer/18/avatar.svg)](https://opencollective.com/hledger/backer/18/website)
 [![](https://opencollective.com/hledger/backer/19/avatar.svg)](https://opencollective.com/hledger/backer/19/website)
 [![](https://opencollective.com/hledger/backer/20/avatar.svg)](https://opencollective.com/hledger/backer/20/website)
+[![](https://opencollective.com/hledger/backer/21/avatar.svg)](https://opencollective.com/hledger/backer/21/website)
+[![](https://opencollective.com/hledger/backer/22/avatar.svg)](https://opencollective.com/hledger/backer/22/website)
+[![](https://opencollective.com/hledger/backer/23/avatar.svg)](https://opencollective.com/hledger/backer/23/website)
+[![](https://opencollective.com/hledger/backer/24/avatar.svg)](https://opencollective.com/hledger/backer/24/website)
+[![](https://opencollective.com/hledger/backer/25/avatar.svg)](https://opencollective.com/hledger/backer/25/website)
+[![](https://opencollective.com/hledger/backer/26/avatar.svg)](https://opencollective.com/hledger/backer/26/website)
+[![](https://opencollective.com/hledger/backer/27/avatar.svg)](https://opencollective.com/hledger/backer/27/website)
+[![](https://opencollective.com/hledger/backer/28/avatar.svg)](https://opencollective.com/hledger/backer/28/website)
+[![](https://opencollective.com/hledger/backer/29/avatar.svg)](https://opencollective.com/hledger/backer/29/website)
 
-Bounties for specific tasks:
+### Sponsor specific tasks
 [![all bounties](https://img.shields.io/badge/github-All_bountied_issues-30bae8 "all bountied issues, bountysource and otherwise")](https://github.com/simonmichael/hledger/issues?q=label:bounty)
 [![bountysource bounties](https://api.bountysource.com/badge/team?team_id=75979&style=bounties_received "issues bountied via bountysource")](https://www.bountysource.com/teams/hledger)
 
-
-<br>
-<br>
-<br>
-
-[![license](https://img.shields.io/badge/license-GPLv3+-brightgreen.svg)](http://www.gnu.org/licenses/gpl.html)
-[![hledger CI](https://github.com/simonmichael/hledger/workflows/hledger%20CI/badge.svg)](https://github.com/simonmichael/hledger/actions)
-[![on hackage](https://img.shields.io/hackage/v/hledger.svg?label=hackage&colorB=green)](http://hackage.haskell.org/package/hledger)
-[![](https://img.shields.io/hackage-deps/v/hledger-lib.svg?label=hledger-lib+bounds)](http://packdeps.haskellers.com/feed?needle=hledger-lib)
-[![](https://img.shields.io/hackage-deps/v/hledger.svg?label=hledger+bounds)](http://packdeps.haskellers.com/feed?needle=hledger)
-[![](https://img.shields.io/hackage-deps/v/hledger-ui.svg?label=hledger-ui+bounds)](http://packdeps.haskellers.com/feed?needle=hledger-ui)
-[![](https://img.shields.io/hackage-deps/v/hledger-web.svg?label=hledger-web+bounds)](http://packdeps.haskellers.com/feed?needle=hledger-web)
-[![](https://repology.org/badge/version-for-repo/stackage_lts/hledger.svg)](https://repology.org/metapackage/hledger)
-[![](https://repology.org/badge/version-for-repo/stackage_nighly/hledger.svg)](https://repology.org/metapackage/hledger)
-[![github issues](https://img.shields.io/github/issues/simonmichael/hledger.svg)](http://bugs.hledger.org)
-
-
 [oc contributors]: https://opencollective.com/hledger#section-contributors