Reorganise custom profile intro docs
# Writing Profiles
-Writing a custom Font Bakery profile can be a good start to either ensure the quality of a **single font project** or for a **font foundry** or otherwise **maintainer of a font library** to establish comprehensive quality standards and quality monitoring.
+A Font Bakery Profile (an instance of the type `fontbakery.checkrunner.Profile`) is a container for a set of checks to be run on font files.
-Font Bakery comes with a set of checks that can be included into such a custom profile according to the requirements of the author. These checks are mainly organized in profile modules named after OpenType tables and can be found at [`fontbakery.profiles.*`](https://github.com/googlefonts/fontbakery/blob/master/Lib/fontbakery/profiles). Naturally, when you are deciding to include a profile or just a single check into your custom profile, sooner or later you'll have to review it. Questions, remarks, improvements, additions, **more documentation** etc. are all welcome contributions. Please use our [issue tracker](https://github.com/googlefonts/fontbakery/issues) to contact us or send **pull requests**.
+A profile usually lives inside a Python module: one module contains one profile. Font Bakery comes with a number of profiles, located in [`fontbakery.profiles.*`](https://github.com/googlefonts/fontbakery/blob/master/Lib/fontbakery/profiles), which can be used directly, but you can also create a custom profile. A custom profile can include your own checks, written in Python, and/or checks included from other profiles. Writing a custom Font Bakery profile can be a good way to either ensure the quality of a **single font project**, or for a **font foundry** or **maintainer of a font library** to establish comprehensive quality standards and quality monitoring.
-A Font Bakery Profile (an instance of the type `fontbakery.checkrunner.Profile`) is a container for the checks you want to run on your files. Usually a profile lives inside of a python module: one module contains one profile. You can either use one of the profiles that come with Font Bakery directly, located in [`fontbakery.profiles.*`](https://github.com/googlefonts/fontbakery/blob/master/Lib/fontbakery/profiles) or you can create a custom profile by writing your own checks and then optionally adding a selection of the other checks offered by Font Bakery.
+Font Bakery comes with a set of checks that can be included into such a custom profile according to the requirements of the author. These checks are mainly organized in profile modules named after OpenType tables, and can be found at [`fontbakery.profiles.*`](https://github.com/googlefonts/fontbakery/blob/master/Lib/fontbakery/profiles).
+
+When you decide to include a profile or a single check from a Font Bakery profile into your own custom profile, you'll end up reading and reviewing the profile's Python code. We welcome questions, remarks, improvements, additions, **more documentation** and other contributions. Please use our [issue tracker](https://github.com/googlefonts/fontbakery/issues) to contact us or send **pull requests**.
[`fontbakery.profiles.googlefonts`](https://github.com/googlefonts/fontbakery/blob/master/Lib/fontbakery/profiles/googlefonts.py) is a custom profile and can be an interesting piece of code to inspect for some inspiration.
