Fixes https://github.com/spantaleev/matrix-docker-ansible-deploy/issues/716

This patch makes us use more fully-qualified container image names
(either prefixed with docker.io/ or with localhost/).

The latter happens when self-building is enabled.

We've recently had issues where if an image was removed manually
and the service was restarted (making `docker run` fetch it from Docker Hub, etc.),
we'd end up with a pulled image, even though we're aiming for a self-built one.
Re-running the playbook would then not do a rebuild, because:
- the image with that name already exists (even though it's something
else)
- we sometimes had conditional logic where we'd build only if the git
repo changed

By explicitly changing the name of the images (prefixing with localhost/),
we avoid such confusion and the possibility that we'd automatically pul something
which is not what we expect.

Also, I've removed that condition where building would happen on git
changes only. We now always build (unless an image with that name
already exists). We just force-build when the git repo changes.

Depending on the distro, common commands like sleep and chown may either
be located in /bin or /usr/bin.

Systemd added path lookup to ExecStart in v239, allowing only the
command name to be put in unit files and not the full path as
historically required. At least Ubuntu 18.04 LTS is however still on
v237 so we should maintain portability for a while longer.

No migration steps should be required.

Related to #466 (Github Pull Request).