docs(style): add style guide to contributing

docs/contribute/03_style.qmd

@@ -35,3 +35,59 @@ If you use `nix-shell`, all of these are already setup for you and ready to use,
 ## Docstrings
 We use [numpydoc](https://numpydoc.readthedocs.io/en/latest/format.html) as our
 standard format for docstrings.
+
+## Documentation, blog, and other prose style
+
+Always capitalize Ibis in prose.
+
+### General points on style and word usage
+
+Avoid the passive voice.  Either Ibis does something or the user does
+  something or a particular backend does something.
+
+Try to avoid using words like "simply", "simple", "obviously", "just", when
+  describing things that Ibis makes easier.  Either the simplicity is
+  self-evident, or it isn't and you are inadvertently insulting the reader.
+
+LLMs do not write well, they write _correctly_.  These are not the same thing.
+
+
+### Text formatting
+
+Wrap long prose strings between 80-90 characters per line. It is very helpful
+to reviewers when looking at diffs of prose.
+
+- In vim you can use `gq` and then a movement to wrap.  `gqG` to wrap an entire document.
+- In neovim you can use `gw` and then a movement to wrap. `gwG` to wrap and entire document.
+- In emacs you can use `fill-paragraph`.
+- VSCode has a plugin called Rewrap (and probably several others).
+
+Do not commit Jupyter notebooks.  You are more than welcome to author docs in
+Jupyter but the `ipynb` file should be converted to `qmd`.  (We use notebooks
+for tutorials and interactive work, but for prose review, JSON is suboptimal).
+
+Use `# Sentence case for section headers`, not `# Title Case for Headers`
+
+### Quarto
+
+Any computations that can't or shouldn't be done again should use `freeze: auto` in the YAML front matter.
+
+::: {.callout-note}
+**NEVER** use `freeze: true` as this results in silently stale pages.
+:::
+
+Format code blocks with `black` or `ruff` where possible.
+
+Prefer `language` over `{.language}` in code blocks:
+
+Prefer this:
+
+    ```python
+    code here
+    ```
+
+Over this:
+
+    ```{.python}
+    code here
+    ```