Adds clearer wording regarding UI demo app

The quickstart wasn't actually saying what you'd
be doing and spelling it out clearly.

This does that and also touches up some documentation
headings.

README.md

@@ -17,13 +17,26 @@ Install from `pypi`:
 pip install "burr[start]"
 ```
 
-Then run the server:
+Then run the UI server:
 
 ```bash
 burr
 ```
-This will open up a demo -- to chat it requires the `OPENAI_API_KEY` environment variable to be set,
-but you can still see how it works if you don't have one.
+This will open up Burr's telemetry UI. It comes loaded with some default data so you can click around.
+It also has a demo chat application to help demonstrate what the UI captures enabling you too see things changing in
+real-time. Hit the "Demos" side bar on the left and select `chatbot`. To chat it requires the `OPENAI_API_KEY`
+environment variable to be set, but you can still see how it works if you don't have an API key set.
+
+Next, start coding / running examples:
+
+```bash
+git clone https://github.com/dagworks-inc/burr && cd burr/examples/counter
+python application.py
+```
+You'll see the counter example running in the terminal, along with the trace being tracked in the UI.
+See if you can find it.
+
+For more details see the [getting started guide](https://burr.dagworks.io/getting_started/simple-example/).
 
 ## 🔩 How does Burr work?
 

docs/getting_started/up-next.rst

@@ -9,8 +9,8 @@ All of the following are pre-populated in the UI under ``projects/``. You can st
 
     burr
 
-In-app chatbot ``demo:chatbot``
-------------------------------------
+Telemetry UI chatbot demo ``demo:chatbot``
+------------------------------------------
 
 You'll need the env variable ``OPENAI_API_KEY`` set to your api key for this to work. If you don't
 have one, you'll still be able to run it and explore, you just won't be able to chat.
@@ -28,12 +28,17 @@ Then:
     burr-demo
 
 If you've run ``burr`` and have it open on port 7241, just navigate to `demos/chatbot <http://localhost:7241/demos/chatbot>`_.
+
+Repository Examples
+-------------------
+
 For the next examples you'll need the repository cloned:
 
 .. code-block:: bash
 
     git clone https://github.com/dagworks-inc/burr && cd burr
 
+-------------------------------
 Simple Counter ``demo:counter``
 -------------------------------
 
@@ -42,6 +47,7 @@ Simple Counter ``demo:counter``
     cd examples/counter
     python application.py
 
+-------------------------------------------
 Interactive RAG ``demo:conversational-rag``
 -------------------------------------------
 
@@ -53,7 +59,7 @@ This is a toy interactive RAG example. You'll ask questions in the terminal abou
     pip install -r requirements.txt
     python application.py
 
-----------------------
+
 Understanding Concepts
 ----------------------