The two sections "3.10 Special Rules" and "7.8 Custom kbuild commands"
are related because you must understand both of them when you write
custom rules.

Actually I do not understand the policy about what to go into
"3 The kbuild files" and what into "7 Architecture Makefile".

This commit reworks the custom rule explanation as follows:

 - Merged "7.8 Custom kbuild commands" into "3.10 Special Rules".

 - Reword "Special Rules" to "Custom Rules" for consistency.

 - Update the example for kecho because the blackfin Makefile
   does not exist any more.

 - Replace the example for cmd_<command> with a simpler one.
Signed-off-by: Masahiro Yamada <masahiroy@kernel.org>