If an :original gets converted into another format, it would get saved as
original_filename *anyway*, so generating the extension is pointless and
yields bad results for when you change the style definition later. This way,
old gifs will still have correct URLs

for avatars/headers, resize avatars down to 120x120 instead of 300x300. Set cache headers on S3 stuff, also
make it private (aka only accessible via expiring links to prevent hotlinking)