proposed subsections: (parenthesis list current sample numbers that would belong in the new subsection)

• getting started (1,2,3, pre-12)
• styling and customization options (4,5,22)
• speech (6)
• custom components (7,8,9,10,11)
• programmatic changes (15,16,17,18)
• advanced web chat apps (12, 14, +)
  • SSO
• recomposing the UI (13,21)