docs: parameter naming consolidation

[stirby]

In our docs we sometimes mention "rich parameters" and "provide a rich parameter file." But we also discuss normal "parameters" or coder_parameters which are the same - we should consolidate these names. Same goes for "build options" and "ephemeral parameters".

This makes it hard to know what to search for in the docs when debugging or trying to implement either of these features.

If there are not blockers in the codebase I think this would significantly clarify our docs.

• Build options in the CLI docs
• Rich parameters in the CLI docs

[stirby]

Folding into #10488.