The rail row now uses the plugin's own title in all 11 locales, copied from its
catalogue (blessIndiaPosters.title), so the rail and the plugin name it the same
way. Copied rather than read at runtime: naming that catalogue area from the
shell would ship the plugin's whole catalogue inside posterverse.js.
check:posterverse-shelf arm F asserts the two stay equal in every locale; its
self-test plants a drifted label.