Update publishing guide

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 When publishing a new version of MetaMask, we follow this procedure:
 
+## Preparation
+
+We try to ensure certain criteria are met before deploying:
+
+- Deploy early in the week, to give time for emergency responses to unforeseen bugs.
+- Deploy early in the day, for the same reason.
+- Make sure at least one member of the support team is "on duty" to watch for new user issues coming through the support system.
+- Roll out incrementally when possible, to a small number of users first, and gradually to more users.
+
 ## Incrementing Version & Changelog
 
 Version can be automatically incremented [using our bump script](./bumping-version.md).
 
 npm run version:bump $BUMP_TYPE` where `$BUMP_TYPE` is one of `major`, `minor`, or `patch`.
 
+## Building
+
+While we develop on the main `develop` branch, our production version is maintained on the `master` branch.
+
+With each pull request, the @MetaMaskBot will comment with a build of that new pull request, so after bumping the version on `develop`, open a pull request against `master`, and once the pull request is reviewed and merged, you can download those builds for publication.
+
 ## Publishing
 
-1. `npm run dist` to generate the latest build.
-2. Publish to chrome store.
+1. Publish to chrome store.
   - Visit [the chrome developer dashboard](https://chrome.google.com/webstore/developer/dashboard?authuser=2).
-3. Publish to firefox addon marketplace.
-4. Post on Github releases page.
-5. `npm run announce`, post that announcement in our public places.
-
+2. Publish to [firefox addon marketplace](http://addons.mozilla.org/en-us/firefox/addon/ether-metamask).
+3. Publish to [Opera store](https://addons.opera.com/en/extensions/details/metamask/).
+3. Post on [Github releases](https://github.com/MetaMask/metamask-extension/releases) page.
+4. Run the `npm run announce` script, and post that announcement in our public places.