Simplify build process

[bartoszmajsak]

What can be improved

Makefile grew quite a bit. We should review and simplify the build experience.

Few things worth investigating:

1. container-related targets should establish some helpful relationships e.g. pushing would trigger image build.
2. similarly looking commands can have certain bits extracted to an alias or even generic target
3. time to split the Makefile by responsibilities? (such as build.mk, deps.mk, container.mk, bundle.mk, deploy.mk and so on - whatever makes best sense)

Why

Fewer targets - easier for devs to reason about the build process. Simplification is always better :)

[bartoszmajsak]

Might be worth reading

• https://makefiletutorial.com/
• https://philpep.org/blog/a-makefile-for-your-dockerfiles/
• https://medium.com/stack-me-up/using-makefiles-the-right-way-a82091286950