docs: add clarity around naming and target audience

CONTRIBUTING.md

@@ -8,11 +8,16 @@ Thank you for your interest in contributing! ❤️ This document provides guide
 
 ## Goals
 
-We want to create 'a fast, modern browser for the npm registry.' This means, among other things:
+The goal of [npmx.dev](https://npmx.dev) is to build a fast, modern browser for the npm registry.
 
-- We don't aim to replace the [npmjs.com](https://www.npmjs.com/) registry, just provide a better UI and DX.
-- Layout shift, flakiness, slowness is The Worst. We need to continually iterate to create the most performant, best DX possible.
-- We want to provide information in the best way. We don't want noise, cluttered display, or confusing UI. If in doubt: choose simplicity.
+We're not replacing the [npmjs.com](https://www.npmjs.com/) registry, but instead providing an elevated developer experience through a fast, modern UI.
+
+What npmx offers:
+
+- **Speed** – Fast searching, filtering, and navigation.
+- **Simplicity** – Get the information you need when you need it in an intuitive UI.
+- **Compatibility** – Replace `npmjs.com` with `xnpmjs.com` or `npmx.dev` in any URL and it just works.
+- **Enhanced admin experience** – Manage your packages, teams, and organizations from the browser, powered by your local npm CLI.
 
 ## Table of Contents
 
@@ -148,6 +153,10 @@ To help with this, the project uses `oxfmt` to handle formatting via a pre-commi
 
 If you want to get ahead of any formatting issues, you can also run `pnpm lint:fix` before committing to fix formatting across the whole project.
 
+### npmx name
+
+When adding the name of the project to anywhere in the UI, use `npmx` in all lowercase letters.
+
 ### TypeScript
 
 - We care about good types – never cast things to `any` 💪